The article is devoted to one of the most acute issues of mass media discourse studies, namely, the problem of emotionalisation. The author considers the rhetorical devices of identification and self-presentation as the means of implementing emotionalisation strategy in the British mass media discourse. It was in studies revealing that both devices are used by the author of the mass media discourse with the purpose of emotional manipulation of the addressee's opinion. Particular cases of using these rhetorical devices are analyzed in the article based on the examples taken from the British "quality" media.