Portraying the self in online contexts: context-driven and user-driven online identity profiles

The emergence of online environments created a space where individuals can work on the construction and reconstruction of the self. Introducing a case study developed at the University of Aveiro – Portugal, this paper discusses the importance and challenges of building a representation the self in online contexts and addresses the main differences between building the self in physical and online environments. Data were collected through the application of questionnaires, direct observation and in-depth interviews, made to the participants of the study, 13 individuals, convenience sample. From the analysis of the collected data, a framework and a model have emerged: the Online Identity Analysis Model. By applying the model to the information shared by each participant in three online spaces (Facebook, Twitter and SAPO Campus, an institutionally supported platform), two main online identity profiles were outlined: the context-driven online identity profile and the user-driven online identity profile. By presenting the main results of a study focused on the construction of the self in online contexts, this paper should be understood as an approach and/or a starting point for a more wider and profound analysis of the online self and therefore contribute to the understanding of the importance of building a presence over the web, advantages and challenges included.