In the era of information and network glocalization, regional identity is a fundamental characteristic in the structure of a person's identification matrix. Due to regional identity, different regions stand out as integral territorial, economic and socio-cultural systems. The leading role in the formation of regional identity belongs to the media. Acting as a type of discursive practice, modern media discourse verbally and visually constructs events taking place in the region, reflects collective value orientations, and marks regional cultural codes.Modern media text is a linguo-visual phenomenon in which verbal and visual content closely interacts both at the level of individual lexical units and at the level of composition of the entire text. The aim of the study is to identify ways of expressing identity by means of signs of different modality in regional media texts. Taking into account the volume of transmitted information in a semiotically complicated media text, the author identifies three models: verbally oriented, visually oriented and isoverbal.