THE PHENOMENON OF MEDIA IDENTITY IN MASS COMMUNICATION
The article analyzes different approaches to the defi- nition of media identity. This phenomenon is substan- tiated in the context of media space as a totality of relations and communicative actions of an individual in the media system. Media identity is defined as an individual's ability to recognize himself as an agent of media space and to relate his own communicative actions to other agents. The following types of the media space agents and, accordingly, of media iden- tity were analyzed: the information consumer (user), the communicator, the author of the communication messages and media creations, the navigator.