The article discusses the processes of visualization in culture, which, according to the author, led to the emergence of a new model of self-identification of modern man associated with the crisis of identity. This model is defined as self-identification "horizontally". This definition is based on the fact that the processes of self-identification of the person of modern culture are formed not through identification with sustainable socio-cultural entities, such as family, religion or nationality, and social models that offer mass culture.