EN
The article analyses the regional culture as a value-regulatory system attribute of a social life in a region comprehended rather as a model than a concrete category. The main subject of the study is individualization of the regional culture, which causes subjectivisation of its values and the normative contents and results in its internal pluralisation and relativisation, in weakening of its regulatory and organizational potential, but also in the creative innovations or modifications of elements of the regional culture. The analysis is focused on the individualistic changes in a regional cultural memory, the economical functions of the region and the processes of a global cultural diffusion.