The article deals with the problematization of the study of the kon (unwritten rules) phenomenon. The functions of the unwritten rules (kon) are compared with the functions of the law. The constitution of social reality as a socio-historical process that establishes the basic categories of society's perception of its social existence is the object of research. The subject of the study is the poorly studied functions of the “kon” in the constitution of social reality. The methodology is held together by (...) general theoretical methods of typology and comparison. The study is built from the observation of the historical phenomenon of the horse to the disclosure of the heuristic potential of the concept of “kon” for describing the phenomena of modern life. The basis of the methodology is the theory of binary oppositions of culture by A.S. Akhiezer, reinforced the dialectical-dialogical pragmatic model of metacommunication R.T. Craig. The social functions of the horse remain poorly studied due to a certain way of configured research optics, concentrated on the laws governing the control of a single center of power by a poorly organized periphery. (shrink)