Psychologically, a person as a person always consciously or subconsciously feels himself in a certain system of spatial, temporal and social coordinates. Only this gives him the opportunity to determine for himself: who am I? Such a system of coordinates at each moment reflects what in this respect has developed in the human brain, in his memory during his life. However, memory is a limited and unreliable thing. In addition, it is subject to significant deformations as a result of various external influences. This is all the more true for the society to which a person considers himself, when it is no longer about individual, but about social memory, formed by transmitting information from ancestors in one way or another. The leading role in this is played by the so-called “intangible heritage”.