Kreiranje i modifikacija identiteta na društvenim mrežama
Creation and Modification of Identity on Social Network

Summary/Abstract: Decentralized media such as the Internet – affirms the loosening of inhibitions that normally in non-virtual communication and self-presentation enable the building of relationships that are in line with socially generally accepted norms of behavior whose authority fades within a medium that bypasses censorship of expression. In the time of emphasized individualistic culture, we witness the reductionism of identity on social networks. The focus is put on “branding” your own identity and the aim that goes toward marketing and not authetnic self-representation. The article will present a synthesis of a sociopsychological review of the problem of virtual networking, an attempt to look at a social phenomenon that requires multidisciplinarity through the prism of different approaches.

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