This article described the methods of media education development of personality (including the audience's individual, "creative critical thinking" corresponding to "conceptual" (knowledge of media culture theory), "sensory" (intentional communication with mass media, orientational experience in genre and topical repertory flow), "motivational" (emotional, cognitive, moral, aesthetic motives of contact with media and media texts), "evaluative" (faculty for audiovisual thinking, analysis, synthesis of space-and-time form of media texts narrative, for self-identification with its character and author, for understanding and evaluation of the author's conception in the context of sound-and-visual media text structure); "creative" (creative self-expression in various activities) indicators. As a result of such set of studies a considerable part of the audience proceeds from the "initial and secondary" levels of media text perception to a higher level of "complex identification," showing the students' ability to identify with the author's position.