The World Wide Web, through social media, covers various categories of an individual´s life
and creates new forms of self-presentation, communication, connection and socializing. When
individuals integrate technologies into the everyday environment, these become extensions of
their bodies, with which they present and define themselves. Modern individualization is
evolving into plurality of identities and growing need for popularity. Individuals form and
experiment with as many social selves as they want, to satisfy different social groups. Desire
of being accepted, makes individuals to selectively choose information, photographs and
descriptions that they articulate and display, through planned communication. The pressure of
media, on identity formation, is a result of a consumer society that seeks only profit through
manipulation and advertising of bad values. Beauty ideals of skinny women and muscular men
are shown as key categories in self-representations on online profiles. Planned processing and
presentation of identity leads to development of idealized self-image, mismatch of real and
virtual identity and abandonment of true self. Conscious and unconscious self-presentation is
most evident through clothes, hairstyles, behaviour and speech. The importance of technology
is changing and it is certainly becoming an important aesthetic object of self-representation.
The key principle of posting online is to present routines and everyday tasks as aesthetically
inspiring. The use of digital media varies by gender, acces and education. The biggest difference
is shown in the preferences and content of social networks.
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