What can you do to change the way the media represent you and affect your identity?

Tell the truth, be consistent, and do not back down from that truth. Of course, if you are engaging in questionable behavior, you can hire a PR firm to "spin" a story that may help you to save face, but it's probably best to just avoid the questionable behavior in the first place. On the other hand, if the media is representing you incorrectly, or if there is malice involved, you should hire an attorney who has experience in this area. "Cease and desist" letters are typically sent at first, however, continued mischaracterizations can leave you no choice but to pursue a slander lawsuit. You should check the laws of foreign countries regarding your rights in this regard.