The article continues the discussion of complex social and cultural motivating systems, which took start in the author’s previous paper. The ideas of social and cultural motivation in sociology, ethnomethodology and narrative approach are analyzed. Relying on M. Foucault’s concept of ‘dispositif’ and on the numerous data, collected in sociology, social psychology, studies of culture and narrative therapy, a three-level model of social and cultural motivating is suggested, which distinguishes between the basic level of a dispositif, it’s conscious level and the actual social field. The model makes it possible to coordinate different mechanisms of social motivating.