The research concerns the formation of new identity models and value orientations under the influence of digital technologies. This article distinguishes two fields of digital technology use: organization of everyday life and formation of digital identity. Moreover, the object of the research is the formation of digital identity. Based on the content analysis of social networks, two models of digital identity are differentiated: positive and negative digital “Selves”, which compose a transformable digital identity. A point of view is put forward that under the influence of the above-mentioned analysis, new value orientations are formed, which are not universal, but transformable.