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| 1 | The paper deals with the problems of bringing sense into political communication that is performed in semiotic understandable language of monumental sculpture. The core of such a communication is to construct the semantic world that acquired a linguistic form of heroic political myth in our political culture. But J. Derrida’s method allows us to confirm that during the institutionalization of visual images the deconstruction of Russia as a sign takes place. In the paper some examples of this kind of “game” of political symbolics are given. In general, there are two main visual forms of monumental designation of Russia: these are the heroic symbolization of political power and the implementation of “national unity idea”. Both forms demonstrate the deconstruction of the sign “Russia” in text and in context sense. As a consequence visual phenomena have lost namely the communicative properties Keywords: deconstruction, visual political communication, language of monumental sculpture, semantic world, difference, text, context, sign, Russia. | 1821 | ||||
| 2 | The paper deals with the positioning of the city in a new communicative situation. The social construction of the city’s reality in the form of a discussion on its distinctive features has begun to play a special role. The branding is achieved through giving and maintaining a brand values. Through this communication, a city acquires an identity, distinguishing it from other cities. Today, the very nature of positioning changes when the message in post-modern conversation is given the character of the intertext. Then branding is the management of brand communication in order to make it recognizable and successful. This means that the brand value is communicated to it not only by the brand managing authority, but also by the actively perceiving party. Identity here is the resultant constructive activity of society, forming an adequate model of a sustainable image of the brand of the city. Keywords: city brand, city image, new communicative situation, positioning, branding, conversation / discussion, social construction of the city as a brand | 1833 | ||||