The modern era is developing in the conditions of growth of information technologies. The virtualization of many cultural manifestations, transition of its real objects into the world of digital analogs is the distinctive feature of the modern world. This article is devoted to the analysis of prospects and risks of virtualization process, the essence of changes the subject and object virtualization. Its purpose is the formation of concept and the characteristic of virtualization phenomenon from a position of the social and anthropological analysis, and also the generalized analysis of valuable dominants’ dynamics of the personality in a context of change of technological and cultural paradigms.
