This article is dedicated to the study of means of modality which can be found in the texts of English periodicals and their influence on the formation of recipient’s identity. Identity is not a monolithic item, it consists of various components which are commonly referred to as social roles. Due to the shift from the industrial society to the consumer society there can be also seen a shift of social roles. This shift is influenced by different types of discourses, including strategic discourse. Periodicals can be seen as a part of strategic discourse as one of their main functions is ideological. It means that they are a powerful tool used for the identity formation.