Explores the transformation of scientific paradigms in the social-anthropological Sciences of everyday life. Approved by the transition from semantizirovanny ways of understanding and study of the sphere of things and everyday life in the being of man, implemented semiotics, to personologizirovanny methodological tools rheology, studying and interpreting phenomena of everyday life of the human personality. It is proved that everyday life and the world of things, for a long time studied by the standardized actions of man with the aid of semiotic procedures with a view to detecting their impersonalny meanings and values, can not be reduced to the understanding of the level of the language and simple decoding of cultural codes. This is the zone of cultural Genesis of personality - the area of personalized, untold common tools of the universal language of senses, therefore for its interpretation and study proposes a set of methods a rheology.
