Concepts are the basic units of the picture of the world, in which values are fixed, both of an individual linguistic personality and of a linguocultural society as a whole. The article discusses the ways of representation of the linguocultural concept ''Bison'' in the regional communicative space. The theoretical basis of this research was formed by works in the field of linguoculturological conceptology (V.I. Karasik, V.A. Maslova, N.F. Alefirenko, Yu.S. Stepanov), semiotics (N.B. Mechkovskaya). In the course of the research, a content analysis of poetic and prose works of Belarusian and Polish authors, cognitive-discursive modeling of the meanings of the concept in various semiotic contexts was carried out. The material for the study was the texts that make up the creative heritage of G. Kartsov, V. Kozlovich, N. Gusovsky, N. Kobrinchuk, V. Gorodey, V. Milos, V. Lindemann, H. Duda, B. Rusco (80 works in total). Using the method of content analysis makes it possible to identify and describe various ways of manifestation of the concept ''Bison'' in the communicative space. The article resulted in conclusions about the significant role of different semiotic systems (painting, sculpture, heraldry), as integral components of human activity, most fully revealing the value component of the concept. The use of the method of cognitive-discursive modelling on the basis of Belarusian and Polish contexts makes it possible to identify the national and cultural features of the concept's content.