The article reveals the issues of expanded understanding of self-presentation viewed as an integral component of any communicative act, as the socio-cultural behaviour, and also as a means of controlling the impression a person makes on others in the process of interaction. As communication through social networks is becoming an increasingly common element of modern culture, it is thus becoming an increasingly important means of self-representation. By looking into people’s status messages on social networks one can identify the main cultural aspects used in the process of their self-presentation. By analysing status messages posted on social networks, the study reveals the approaches to self-presentation used by people of different age and sex groups. The article presents an analysis of gender and age characteristics of the use of self-presentation tactics and reveals differences in the choice of topics for the status messages.