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City is always a palimpsest: a heterogeneous continuum consisting of numerous realities. The innovativeness of urban environment, the generation of new text appears in the endless interpretation of the semiotics of the city by different actors of the communicative space. The “frozen text” of the city turns into intertext that can be analyzed using the principles of “textual analysis” of Roland Barthes. Perception and interpretation of the semiotics of the city is in the form of cognitive models which are personal and social schemas that appear depending on the situation in the course of development and appropriation of the semiotics of urban environment by subjects of the city’s communicative space. Cognitive models as products of discursive practices are generating structures of new topoi of the space of the city.

The methodological value of the concept "text" for the analysis of the communicative space of the city