Abstract

The development of the Internet as a place of social communication strongly influences the transformation of social identity under the conditions of globalization. It is justifiable to approach identity as a category relevant to the description of the communication subjects. The construction of the virtual personality should be understood as the most typical strategy of self-representation in the web. The Internet gives chances for creating and using identities exceeding the real world opportunities, but at the same time, this does not mean the complete lifting of social restrictions due to the fact that individuals still remain members of the social body. Within the imaginable for an individual, the Internet allows the formation of identities without restrictions. It also gives the opportunity to use simultaneously different non-similar identities.