The subject of social cognition is people as social individuals and their associations – ""cheloveynik"" (humant hill). According to Zinoviev, any large masses of people function in accordance with natural laws – "the laws of sociality" (social laws). These laws of existential egoism force the individual to act in order to preserve his social position, strengthen it as much as possible and take a higher position, having received maximum benefits with minimal costs. In accordance with social laws, any social association is divided into managers and subordinates, and social benefits are distributed according to the place of the subject in the power hierarchy. In contrast to the laws of biological individualism, the laws of sociality operate with greater sophistication and irreversibility, since people are able to learn the world and rationally organize their activities: existential laws turn into laws of rational calculation. Morality or law arise as constraints of social laws.