Virtual ID in this context implies social identity that Web users create and manage on web sites and online communities. Majority of Internet users prefer to identify themselves via pseudonyms, which reveals certain information that identify the person.
Coyne emphasizes that whenever we interact in social sphere it denotes the mask of self - identity. There is no difference in online world if we have in mind that she/he has to respond to certain questions in their profile (age, gender, address, user name, etc.), which makes "identity" in social networks.
As person publishes and (re)presents to the networked publics, she or he are making and adding layers to their masks (in writing style, vocabulary and topics). After all, does mask really hide the identity? When one chooses certain kind of mask, it shows and reveals something about the subject that's behind the mask. Online mask does not reveal the real identity of the person. Even if person decides to hide her/himself behind totally fake identity, this shows fears and the lack of self-esteem. By creating and setting up the identity mask people create safety net/work, facade.
Identity plays very important role in virtual communities. Virtual communities give people freedom in representing themselves, and this results in new possibilities for the society, especially the person's ability to explore new roles in the way that's safer, more interesting, sometimes useful. Virtual identity enabled possibility to feel more comfortable in wide range of roles, which some of them can be underlying life aspects of that person who is not being able to present it in real life (Goffman).
Social online networks (as My Space or Facebook) facilitate to maintain online identity within overlapping dual contexts: online and real world. In these social networks identities are presented as profiles (of the users). Those are often formed identities aiming to reflect certain aspect or the best possible version of -self -I (handsome, over-paid, great income, gym is "the must", high-education, etc.) Representations include beside profile, photos, communication forms with other 'friends', and network members. Goal is
to be 'cool", and to receive everyday feedback's through validations of the colleagues, allies, 'friends', fans. In general, people are projecting their identity by demonstrating their relations with others.
This is very short overview as research in the field of social media give us precious insight in human behaviour, society structures and processes of cultural dynamics. This phenomena brought significant changes, not only for people in IT area, but for people in education, business, everyday users. It is necessary to understand what is happening in this context since Web 2.0 reconstructs many key elements in society, create the awareness of information ecology and provide insight for the future innovations.
