The article presents the process of cultural development as a continuous activity, in which the values are produced by the marketed value relevant to the world. Existential human self-determination through the material and the natural environment is shown in creating cultural forms: objects, images, concepts, relations, traditions, characters. The transformation of value changes in the structures of consciousness, and, further, all spheres of culture is expressed in the psychological culture of personality, various social groups, it is projected in the cultural practices of personal and public life, as an effective way to self-actualization and self-fulfillment and human condition and society.