Abstract. The purpose of the research is to reveal the features of interaction between tradition and innovation in the value system of man and society. It examines questions about the nature of values, structure of the world of values, place and significance of traditional and new values in the development of culture. The scientific novelty of the research lies in the application of the diachronic and synchronic approaches to the study of value issues. The applied methodological technique made it possible to discover the conditions for coexistence and interaction of two principles in culture – tradition and innovation, so that a person, culture and society can develop harmoniously.

Keywords: values, traditional values, worldview, diachrony, synchrony, technogenic civilisation