On the Internet, public expression has become a daily practice. New opportunities
appear for individual self-presentation of the user and active formation of new social
relations. Most studies in the Beld of digital identity construction primarily emphasise
the arbitrary variation of virtual images and their separation from the “real” person. This
article attempts to refute the myth of a free game with identities by a digital person of the
new era. The main means of digital self-presentation are highlighted, and a hypothesis is
put forward about the correlation of the real image with its generated network portrait.
Key words: self-presentation, identity, virtualisation, digital environment, digital
transformation.
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