Online identity as a semiotic phenomenon

The ICTs are changing some of the most fundamental concepts, including those of identity. The technologization and virtualization of social interaction has resulted in the emergence of a new type of identity - online identity. Within the ICTs area, online identity is understood as an `electronic version´ of real identity, a form of social subjects´ digital presence manifested by Internet addresses, data, and network connections. This paper argues that, in order to fully understand the transformative potential of ICTs, online identity should not be considered as another re-incarnation of a `real´ identity, but as a specific kind of identity with independent and ever increasing importance. This paper aims to show how the social semiotics perspective may help understand the phenomenon of online identity. The paper outlines the analytical apparatus for exploring online identity as manifested in semiotic activity. It suggests that the conceptualization of online identity in terms of reflexivity and agency can help reveal the qualitative change introduced by ICTs into social life.