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The monograph presents the experience of a linguocultural study of the Ural urban vernacular as a variant of popular culture with its characteristic values, stereotypes, notions, attitudes, and injunctions. Speech material (oral texts-conversations, private correspondence, letters addressed to the President of Russia, representatives of the city administration, letters of prisoners, as well as written statements on a given topic) is collected by the method of participant observation. Authentic texts are viewed as documents of an era, truthfully recreating the biography of a whole generation of people who were members of one typified linguo-sociocultural community and moved into another linguo-sociocultural environment.The analysis of texts was performed using the method of cultural scenario reconstruction, which allowed to identify the dominant cultural meanings and constants of the Prolific linguoculture.