VISUAL CARRIERS OF CITY'S CULTURAL MEMORY (ON THE EXAMPLE OF VELIKY NOVGOROD)
The article is devoted to the study of the features of visual carriers of the city's cultural memory, which are one of the types of symbolic intermediaries that connect citizens and urban environment. The relevance of the research of cultural memory of the city is confirmed by the increased scientific interest to the problems of commemoration and mechanisms of structuring social forms of memory, and to the determination of collective ideas about the city. The functioning of the of the city's cultural memory is supported by memory carriers as units of storage of the city's culture significant elements (symbols, images, myths, etc.), which symbolically mark the urban environment. The author focuses on the visual carrier of the city's cultural memory, which role is to accumulate, reproduce and translate the cultural meanings of the city, forming a visual matrix of urban memory. The methodology of the study of the city's cultural memory is not yet formed, but the author gives a number of techniques to identify significant cultural meanings as fragments of urban memory. In addition to the use of cognitive, semiotic and sociological categories in the study, a certain methodological potential refers to a communicative paradigm that focuses on the analysis of the processes of generating cultural meanings of the city and their representation in the space of the city. The specificity of the functioning of the city's cultural memory is illustrated by the example of the author's 2016-2018 study of visual meanings of Veliky Novgorod, which transfer the key layers of urban memory. The author suggests to consider four main groups of translators of visible information about the city's past as visual carrier of city's cultural memory. The author identifies and substantiates features of visual carriers of the city's cultural memory. The obtained results can be a starting point for further studies of the city's cultural memory. The applied significance of this research is part of the intellectual capital that can be used by urban elites of each particular city in solving the problems of the policy of the city's cultural memory associated with the creation of collective ideas about the city, including the image of the city.