Keyword: «information sources; values; culture symbols»

The article is devoted to the actual problem of regional identity formation. In modern science, regional and local identity are considered as an alternative to the unification of culture. The information was obtained with the help of Tolyatti residents’ public opinion poll about the image of the city on the Internet. The factors contributing to the formation of the regional identity of Togliatti population were identified. These include attractive photos of the city, its surroundings, information on the improvement of the city, the prospects for its development. The author makes analysis of the factors that negatively affect regional identity.