In contemporary discourse devoted to identity formation, there is important debate about the nature of the construction of virtual identities on the Internet. The research focuses on the virtual identity of the individual features of self-presentation on the Web. The study of the theme design of group social identity (gender, class, ethnicity) remains a peripheral consideration. This article presents an analysis of the mechanisms by which ethnic identity in ethnic groups in the Russian social network VKontakte ("In Contact", similar to Facebook) is created. The study aims to identify the roles and functions of social networks in national reproduction and ethnic support of Russian immigrants from Central Asia (Kyrgyzstan, Uzbekistan, and Tajikistan). The study uses the method of semiotic analysis to describe the discursive rhetoric and symbols of national identity of immigrants in the ethnic communities on the Web. The author's research identifies a complex of paradigmatic and rhetorical elements that reflect an evolving ethnic identity of immigrants on social networks. These rhetorical techniques include the appeal to Islamic values, the Quran, and Sharia law; an appeal to Islamic unity, anti-Americanism, and Muslim fundamentalism; preaching the values of patriarchy and chaste behavior of Muslim women, and male dominance; the use of visual images and characters of national identity (images of animals, heroes); appeal to the heroic archaic time and national mythology, and the achievements of the national culture; and similar elements. In conclusion, the analysis of the context of immigrants in the ethnic community network on VKontakte shows two trends: on the one hand, ethnic segregation, the craving for Muslim fundamentalism, and aggression toward Western values and way of life, and on the other hand, secularization, gender emancipation, and consumer behavior assimilation in the modernized host Russian community.