Person as a media phenomenon of socio-cultural processes

The article discusses a reference concept of a person, a media phenomenon of socio-cultural process, it also finds out problems of personalization and their salvation in anthropocentric and socio-centric aspects. Using the example of Vladimir Spivakov, the role of influence of the personality on a socio-cultural context is grounded. The phenomenon of "Vladimir Spivakov" means ultimately much: musical talent, love of people, and unique intelligence. To turn early world-class violin player means already to actualize oneself to the full. What is more, to create an orchestra "Moscow Virtuosi" and to become world idols more than enough for one person. Thus, the authority of the musician person helps to solve the socio-cultural challenges facing the government and society. In the very personal initiative Spivakov sees the ground of culture of his day in his homeland. Not everyone has the ability of personalization. It is an aggregate of individual and psychological features of the personality, which allows him/her to carry out socially important actions that transforms other people and is provided by wealth of subject individuality, diversity of means, with the help of which via communication and activity he/she can carry out personalizing effect on socio-cultural processes.