Leaning the processed scientific sources, the poorly investigated in the domestic science the problem of the person in conditions of modern lines of the development of the masscult is considered in the dissertation. In the research the theoretical approaches to the scientific development of the given problem are stated; the influence of the masscult on psychology of a society and man is analysed; the mechanism of the coordination of the interaction of the man and masscult in the modern society is found out; the ways of ethicsation and еsthetization of the person in the conditions of the masscult are proved. Beginning from second half of the ХІХ century the masscult becomes the object of the attention of Marxism and neomarxism (Frankfurt school), psychoanalyses and feminism, structuralism and poststructuralism, postmodernism. In the philosophical literature of the Soviet times the problem of the masscult was mentioned as rather independent about 80 - 90 years of the ХХth century, it nevertheless was analyzed with negative ratings extremely under an ideological corner of sight as a synonym of the capitalist culture. In the Ukrainian scientific literature of the postsoviet period the problem of the masscult though rises, but yet has not received appropriate research. From the estimated point of the view the term "masscult" is rather ambiguous. As a synonym of commercial culture it frequently has negative features, that is arises as a synonym of bad quality art and art culture. We consider, that the concept of the masscult alongside with the negative characteristics contains and certain positive attributes: the masscult can be understood and as a synonym of the democratization of the culture, availability of works of art to a broad masses. The masscult partially coincides with popular culture, but the popular culture is understood as a set of the products, which is popular. In this sense, the works, which even by their authors were not considered as intended for wide consumption, nevertheless become them, andartefacts, which were created with the commercial aim, nevertheless have no success, that is they are not popular. Therefore the popular culture as a concept covers both products of the masscult, and alternative - from the point of view of the purpose - products for finding of both those and others of attributes of popularity, that is of heightened demand. The analysis of the most widespread estimated criteria permits to make the conclusion, that the criterion of "popularity" of culture consists not so much in quantitative, but in the qualitative aspect. From our point of view, its parameter can be human orientation of the products of the culture, which shows itself through the set of moral and aesthetic values, which approve as the strategic value of life of the man, value of his physical and moral health, his advantages in such combination to the public purposes, which coordinate the above determined values of the man. Ambiguous In such conditions is the role of the creative person, which at the same timeacts as the object of the masscult and as its subject. In the first case it is about formation of art - aesthetic tastes, ethical and aesthetic value orientations under influence of the social and cultural environment. With another - creative person determines this or that transformation or updating of receptions and patterns of the masscult, raising the aesthetic level of the masscult or, on the contrary, deeps it commercial character. The interaction of the masscult and the creative person has dialectic character, in according to which the creative person is not only the object of the influence of the masscult, which passively perceives and reconstructs the certain patterns, but also the subject of the cultural process, which actively changes the culture in the conditions of its mass character.
