Gennadii Oparin

The article, based on the specifics of communication in institutions of club type, the basic structure of the components of the process of preparation of mass socio-cultural programs: content, purpose, objectives, means, forms and methods, the result of social and cultural communication in a club-type facilities.

On the basis of a systematic approach investigates man as the subject of activity in the culture system. Based on the analysis of human activities in the "nature", "Society", "Culture", in terms of subject-object re-lations, revealed the basic functions of culture. Established a system of personal relationship potentials, cultural identity and culture of the society. The basic psychophysical human potentials, the main compo-nents of cultural identity and cultural structure of society.