The image of Samarkand in the space of civil diplomacy and dialogue of cultures: the city brand as an object of creative communication

The review examines the cultural experience of considering the city not only within its historical, cultural and geographical space, but also the transmission of cultural images through natural intercultural communication. The method of presenting information as a kind of semiotic guide is an original scientific and methodological scheme for understanding the cultural space of a city in cultural anthropology (using the example of Samarkand).