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The topicality of the problem lies in growing tension between the increasing attention to creativity and creative activities and the "neutral" attitude to the problems of developing support mechanisms. The purpose of the article is to justify the need for state support of mass culture and the sector of creative industries as special spheres of cultural creativity. The leading approach to the problem study is socio-cultural analysis showing stability of the general trend in the mass culture development on the way of "value massivization". Changes of business strategies for the development of some territories raises the question of coordination recognition of self-organization principles and management aimed at maintaining of free public development movement. The materials of the article can be useful for practitioners in the development of state cultural policy and for a wide range of researchers in the sphere of modern society in the context of socio-cultural changes. [ABSTRACT FROM AUTHOR]