The present study has been accomplished from the standpoint of the cognitive-discursive approach and is comparative by its nature. The material of the study includes Instagram publications of the Governor of Sverdlovsk Region E.V. Kuyvashev and the Governor of Chelyabinsk Region A.L. Texler for the period from March 2019 to February 2021. The cognitive-discursive analysis in its linguo-axiological version became the key research method used in the interpretation of the textual material. The comparative method, the method of statistical data processing, as well as the method of lexico-semantic, collocation and contextual analyses were used as accompanying and auxiliary research methods. The study has revealed that the space of regional identity is reproduced and constructed by the leaders of Sverdlovsk and Chelyabinsk Regions in a number of contexts containing various markers of identity, as well as means of expression of the author's (subjective) modality, projecting the value-based attitude of the subjects of discourse to the reproduced meanings and representations. The key markers of regional identity comprise axiologically marked toponyms and toponymic nominations — “Ural”, “ural'skiy”, “ural'tsy”, “Yuzhnyy Ural”, “yuzhnoural'tsy”, as well as “Ekaterinburg”, “Chelyabinsk”, “Tankograd”, “Magnitogorsk”, etc. Subjective modality is considered in the context of expression of the evaluative (valuebased) position of the subject of discourse and reveals itself in the system of means of evaluation and appeal to axiologically marked concepts and toponyms used by the politicians. In the process of analysis, the authors' thesis that the positioning of the region is based on the main identification markers of regional identity, which include the toponyms “Ural”, “Ekaterinburg”, “Chelyabinsk”, “Tankograd”, “Magnitogorsk” is confirmed.