New multi-media are efficient tools for those who want to create an image print in the public. Quantitative dimension of one's presence in the media is the main popularity indicator. The media image is a model to imitate and to look up to. Contemporary identity has almost been reduced to image and image itself is only the 'wannabe' picture sent to the public through the media. The media which address most of our senses are those that catch more of our attention and affect our attitudes and behavior more intensively. Contemporary society is using the media to create personality brands. The media space is expending every day with new internet platforms. Our society is developing new media technologies and investing significant amounts of money into creating new media faces. Possible danger of socializing negative images and phenomena is obvious. While a member of an ancient tribe was drowned into the group identity of the community, a modern man fails to notice his resemblance to his ancestors who were trying to please the Nature. On the other hand, the New Millennium men are trying to draw all the attention to themselves so as to become noticed and successful in overcoming their loneliness and anonymity. The models, idols and stars are all fitting into the new category of media heroes meant for public as objects of identification and projection. These are just new cultural icons promoting identification with the media-created images in spite of degrading personal and cultural identity. Still, the zone suitable for launching these fictional identities is limited by individual will and capacity of media consumers for selective choices and preferences.