This article identifies the characteristic features of contemporary building process in one of the big cities in Russia (Saratov). The content analysis of the two periodicals (“New Times in Saratov” and “Our version” (2008-2013)) allowed the author to identify various discourses that exist in the urban community on the prospects and models of urban development. The sociocultural study of urban planning involves the investigation of values underlining the transformation of the former socialist city into the capitalist one. The discourse analysis of regional media helped to reconstruct the value basis of urban policy, and to identify the specificity of its perception by the expert community in the region.

Keywords: sociology of architecture, urban culture, discourse analysis, urban studies