The article describes the evolution of one of the main style forming factors (aphoristic elements) in innovative prose by V. V. Rozanov. In modern Russian aphorism studies there is a common broad interpretation of an aphorism as a semantically complete judgment which is short, deep in content, metaphoric and easy to remember. An aphorism belongs to a certain author. Particular attention is paid to “stream of consciousness” prose, where based on the estrange reception an aphorism paradox by V. V. Rozanov is fulfilled. It allows to explicate essence of the author's intentions aimed at creating the effect of language game. The main ways of implementing the effect of language game are puns built on rethinking of polysemantic words meanings, homonyms, antonyms within a narrow context. “Stream of consciousness” prose by V. V. Rozanov (“Solitary”, “Fallen Leaves”, “Last leaves”) was that one starting point in Russian modernism literature when the following style forming factors were first conceptualized and implemented: aphoristic elements, intertextuality, precedency, the effect of language game. These factors will be the main source of expression of not only postmodernism fiction but also such modern linguistic phenomena as different genres of online communication at the turn of the twentieth century.