Values and identities in the city-text palette

The concept of the city-text is substantiated as a methodological model for examining the value-based, motivational, and meaningful dynamics of urban life. This article elucidates how the political contextuality of the city’s sign system delineates the unique subjective positioning of individuals and groups as actors within urban discourse. The study explores the polysubjective integrative foundations and illustrates their impact on the transformations of personal, socio-cultural, and network identities of modern urbanites. It is emphasized that the concept of the city-text is shaped by linguistic, cultural, and social factors, among which urban identity and polysubjectivity hold particular significance. Empirical research data - derived from sociological surveys and focus group interviews - are presented in the context of the stated model, revealing the nature of value and identity transformations in the dynamics of urban discourse. Based on the obtained results (theoretical and applied), the discourse of the city is defined as an intergenerational social relay race, the content of which is a multidimensional construct of the urban text unfolding at the intersection of subject fields and defining the parameters of the social identification matrix.