The media space is the most dynamic and rapidly developing not only technological, but also economic, cultural, social and political phenomenon of our time, and new communication channels are being formed in the global digital network. The purpose of the article is to analyze new media as a subject of the political process. The subject is new media, and the object is the cultural and political identification of an individual in new media. The novelty of the work lies in the fact that new media are an innovative and extremely important tool in determining cultural and political identity. Countries belong to the same civilization, which means that their culture is based on identical values – this is of fundamental importance, since the effectiveness of the imposed system of values and norms can be realized in a particular country only if the tasks being disseminated are consonant with the values of society. Conceptual, phenomenological and sociolinguistic analysis, the method of system analysis, and the historical and cultural method were used as methods and approaches. As a result of a comprehensive analysis, the following conclusions were drawn: the disseminated values can be effective only if they are in tune with the civilizational model of the region, and on the contrary, the imposed foundations will not effectively affect society if they contradict its civilizational identification and cultural and political affiliation. The actions of an individual and society as a whole are determined by his self-identification, therefore, a political course can be effective in a particular country if the tasks being implemented are consonant with the values of society. This study may be useful for researchers studying communication in the digital environment, the impact of new media on the agenda, the realization of political goals through online media, as well as for international journalists, diplomats, political scientists and media researchers when writing analytical materials on topics related to the working concepts of the current study.