The culture of the past affect the present mainly as the images we have created yourself. Therefore, the search for and preservation of artifacts, as well as their presentation and interpretation, are an important form of identity designing. Today, in the knowledge society cultural memory turns out to be symbolic and political capital. Its analysis involves the use of empirical and phenomenological methods. In this article, an attempt has been made to their connections within the research programme "social cognitive science". On this basis the conflict solved facts and values.