The phenomenon of media identity is substantiated in the context of media space as a complex of relationships and communicative actions. Significance of media space in creating media identity representing the result of building the personality's structure as an agent in the media space has been determined. Specific features and factors of forming media identity in the process of socialization have been established. The task is set to determine the nature of interrelations between identity and communicative action. The forms of media identity manifestation are studied; the typology of the phenomenon is suggested based on the types of communicative actions.