This study explores how Turkish Cypriot identity is defined by Turkish Cypriot opinion leaders and Turkish Cypriot media in view of the longstanding interethnic dispute prevailing in the island. After a short historical review of the problem with reference to interethnic conflict and theoretical considerations pertinent to identity formation, short theoretical account of media and opinion formation, the state of the press in TRNC is displayed. This is followed by the analysis of the indepth interviews conducted within a sample of opinion leaders in TRNC and the press content in the Northern Cyprus at times which can be considered as turning points in the course of the unification negotiations. As for a conclusion, in the light of the findings, the question of whether or not the controversy around the national identity is self reproducing is tried to be answered.