The specifics of life in rural areas. The basic values and value orientations of the rural population of Russia in the areas of employment, financial status, family and health. The revealed changes in the hierarchical structure of values in the period from the late 1990s to the present. The conclusion about the stability of the value structure, the orientation of the villagers primarily on dematerializations values. At the same time marked feature, which can serve as a characteristic of a return to dematerializations values.