This article deals with reading text as a sense-carrier. Such an arrangement emphasizes the actuality of the problem of meaning changing in today's education: from the scientific needs of society only in the consumption of knowledge to comprehend meanings, the development of one's own attitude to content. The author after M. M. Bahtin emphasizes the dialogic nature of the text reading process and introduces the concept of "counter text" as a certain reflector of the reader's subjective positions.