Jacques Fontanille, leading contemporary semiotician, one of the founders of the Paris semiotic school, disciple and co-author of A.J. Greimas, in his article presents a new direction in semiotics of the early 21st century: anthroposemiotics. The original text has been translated into Russian for the first time in order to raise awareness of the achievements of global semiotic science in recent years among the Russian-speaking readership and the younger generation of Russian academics working in the field of humanities.