The paradox of the modern era is that with the assertion in society of the value of the individual as a subject of being, there is a tendency of its “alignment” by social institutions and the anthropogenic reality. The article explanes that the modern culture of Western civilization in a particular sense is opposed to the traditional society and its culture. Replacing the traditional civilization, technogenic one also changes the spiritual context. And the most important thing here is the emergence of a different system of values. In the culture of the post-industrial society, the man is no longer a “measure of all things”, but the measure of values of a different order. Many researchers associate the spiritual crisis of culture with the mass culture, which is not the cause, but only the consequence of rationalism in cultural and historical development, the form that cultural artifacts take in the context of replicated universality.