Abstract: The object of this research is the theories of deideologization and reideologization. The subject is S. M. Lipset’s concept of the “end of ideology”. The author analyzes the evolution of this concept on the example of the book by S.M. Lipset “Political man: the social bases of politics”, as well as considers the works of other representatives of deideologization theory. Special attention is given to the nature of the indicated concept and its origins, analyzing the factors of decline of the total ideologies, as well as the features of American society, which according to the opinion of deideologization theoreticians are natural for the open democratic society. The theoretical importance of this work is defined by the analysis of S. M. Lipset’s concept of the “end of ideology” as a product of the expert-ideological community. Examination of the specificity of works of the deideologization representatives encourages the more profound comprehension of the methods and key motives of foreign policy of the United States and European countries at the present time. One of the drawn conclusions implies that the deideologization theory was aimed at the criticism of value orientations of total ideologies.