The paper focuses on the role of quantity in the studies of communication. The first step in the examination of the quantity of participants involved in the process of communication was the transition from the telegraphic model to the orchestra model. This step was done by the representatives of the New communication as well as in the course of the development of the semiotics studies. The second step leads us to the city model that can be found in Lévi-Strauss’ early works. The city model enables us to take into account not only the unconscious and unintentional activities of the participants, but also the effects of multiplicity. One of the most important achievements of this approach is the idea of a collective intelligence.