The article deals with the development of the notion “language personality”: from the first attempts of researchers to understand a language as an integral part of a personuntil the formation of linguistic personality study as a linguistic discipline aimed at the study of a personality in language. The modern approaches to the study of linguistic identity are analyzed, and the prospects of research of the phenomenon in the communicative space of the Internet are described.

There is regarded the language play as one of the aspects of linguocreative work of a language personality in the communicative space of the Internet and described its peculiarities at various language levels: phonetic, lexical, lexical and semantic, morphologic and syntactic.

There is regarded the communicative space of a language personality of the new type, virtual, as closely connected with its motivation level and reflecting its pragmatic characteristics. There are also suggested the possible tendencies in the investigation of the given phenomenon.