The article deals with the theoretical problems of social identification. In modern science, the concept of "identity" has become one of the central concepts for understanding current realities. In various contexts, it is widely used in psychology, sociology, philosophy, ethnology, and political science . According to experts, identity is both a scientific concept, a cultural cliché, and an ideology of political practice. The significant success and extreme rapidity of the spread of this concept can be explained by a broadly interpreted meaning. At the moment, science has different points of view of scientists on the dynamics of the formation and development of personality identification, since it is indisputable that it acts as one of the mechanisms of cognition and understanding of another person. There are many experimental studies of the identification process and its role in the communication process.