This paper seeks to problematize the issue of understanding identity today, in the context of contemporary media activities, interactive aesthetics, and appearance of new species of affectivity and sociability. Reconceptualising the traditional notion of identity and identical, which is media, aesthetically and technologically mediated, and thus transformed into the appropriate sensory, physical, and media generated data, the paper will suggest a review of conditions and bases for the creation, possibility of the establishment and dialectical development of not only new forms and standards of identity, but will try to establish a critical attitude towards them, based on experiences of an interdisciplinary-based paradigm of humanities and social sciences.