Temporal and spatial and temporal aspects of the studying of the city
There is ananalysis ofa cityas a cultural phenomenon, which is capableto express themselvesin many different ways, have presented. In conformity with that affirmation,resident of the cityis forced toadapt to theconditions of lifein the urban environment, to pace and rhythmof life,to an unusualtype ofmobility andrelationswith nature and society.The authorprovidesa brief analysis ofthe concepts of «time»,«chronotope» («time and space»), «synchrony», «diachrony»in the context of the studyingof the cityand itssymbolic space. The phenomenon oftimein conjunctionwith the spaceare consideredas a component ofperceptionof the city. Unsustainable development of the modern world generates pluralism, requires understanding of scientists from different fields of these trends and develop ways to resolve the conflict. Humanities have appealed to science experiences, the exact sciences use concepts from linguistics, cultural studies and psychology. We have before us scale transformation processes. In our study, we rely on the scientific discourse in the areas of knowledge, such as philosophy, sociology, conflict studies, psychology, economics, political science, linguistics, biology, and IT-technologies. In addition, these polar opinions agree that changes have scale character and accompanied by conflicts. Cultural transformations are also undergoing to a similar process.The human factor in the conversion of systems suggests the presence of creativity in the process of transformation. Therefore, we can say that the creativity factor is inherent to transformation. It can also be a condition of mismatch, disorganization and, as a consequence, of crisis deepening. The example is the branding campaign aimed to development of city space.