The book discusses the role of values in human being and its cognition. Value is defined as the existential center of this being and the integral generative model of all artifacts of culture, the expression of a person's subjective place in space. Subjectivity and the modeling nature of value are compared with carriers of similar properties: artistic image, cognitive truth, practical benefits, social norm, forms of intersubject acquisition. The theoretical concept of values ​ ​ is projected into the sphere of culture. Value generating models of the most important historical types of culture, dynamics of its morphology, intervals between real being and thesauruses are considered. Values ​ ​ are shown as the most important driving force behind historical changes traced from the period of anthroposocioculturogenesis. through forms of traditional culture, to forms of creative culture. For students, teachers of humanitarian universities and interested in issues of philosophy, cultural studies and history.