This article discusses the development of the digital environment and the sphere of human activity associated with the qualitative transition to new forms of reflection. The author analyzes the formation of digital reality from the point of view of cultural and communication phenomena. The analysis of multiple identity and its interaction with the digital space is presented, actualizing the problems of control, transformation and modification of the identification processes. A significant factor affecting the dynamic modification of the digital environment and individual identity is creativity that involves finding innovative solutions to the tasks, and the reformulation of the existing problems. Creative thinking in conjunction with the creation of new tools leads to the constant updating of knowledge and skills that affect both everyday experience and the integrity of ideas about the world. Variability of cognition and functioning of the digital space leads to the formation of a variety of self-identification practices of the individual both at the collective level through the recognition, and at the individual level through the adoption of identifiers. Condition of uncertainty and heterogeneity of digital media affect the formation of new values for the individual, which leads to the transformation of personal identity, self-determination experience and self-determination in a constantly moving digital environment.