The aim of the study is to analyse the role of media in shaping of the modern man identity. I narrow my approach to the postmodern approaches of A. Giddens, M. Castells and M. Maffesoli. Those authors combine in their work changes taking place in the world of media and changes on the level of the individual identity. Based on the work of M. Maffesoli, I reconstruct the ideal type of postmodern individual identity – homo creator. Then, I describe the mediality as postmodern value and a component of postmodern identity. The study presents the results of a 2014 TNS Connected Life research report prepared on a sample of 55,000 Internet users from around the World. The results illustrate the habits in the use of traditional and new media.