The article deals with the sociological reflection of the professional groups’ and labor dynasties’ positions in the structure of Soviet society, recorded in the printed media (namely, the “Izvestia” newspaper 1965–1980). The article presents the results of the reflection on the representation specifics of the professional and generational continuity in the world of labor. The ideological heritage, reflected in the texts of newspaper articles, popularized and broadcast to the masses, serves as a rich material for the research able to reveal significant cultural and value orientations of the bygone era. The purpose of the study is a sociological reflection of the public discourse regarding professional groups and dynasties in the publications of the Soviet Union central newspaper “Izvestia”. The empirical base of the study contains the results of the discourse analysis of the “Izvestia” newspaper from 1965 to 1980. The methodological framework of the study is based on the ideas of critical discourse analysis. The study answers the question of how, the professional identity and social status of Soviet workers, collective farmers and intelligentsia are constructed concerning their daily work experiences in the “Izvestia” media space. The unconditional trend is turned to science, as the main driver of the country’s socio-economic development in the publications of the 60s. The importance of the natural sciences, psychology, pedagogy is emphasized. It is especially important to note that management is beginning to be conceptualized in scientific terms. The main discourses are set by the official press, first of all, by the newspapers “Pravda” (the media organ of the Central Committee of the CPSU) and “Izvestia” (the media organ of the Soviets of People’s Deputies of the USSR). The articles covering the topics of professionalism and dynasty reflect the forms of interpretations of identity, social structure and social relations. It is noted, that the volume and frequency of the publications mentioning workers and agricultural workers declines, being replaced by the discourse of the intelligent labor by the period between 1965–1980.