Abstract
The study aims to determine an individual’s identification strategy within conditions of sociocultural space mediatisation. The article has demonstrated that digital media do not only establish new ways of reproducing social practices but also bring about transformations happening to an individual as a participant in mass media communication. Scientific novelty of the research lies in explication of identification strategies within various subjectivity conceptualisations: from self-reference in classical philosophy to simulation in postmodernism. The attained results have revealed that within conditions of mediatisation, an individual functions as a media subject whose leading identification strategy is simulation.
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