Semiotics of Virtual Identity: Studying a New Genre of Creativity in Russian Digital Culture

Abstract

The article analyses the aspects underlying the process of constructing a virtual personality within the situation of total digitalization brought to all spheres of human life, including social interactions, culture and art, and creative process. Using methods and tools of deep semiotic analysis and sociological research paradigms, the authors study key structural components of virtual personality (avatar, profile, digital footprint, virtual personality, digital identity, online persona), elaborate a typology of virtual personalities (alter ego, idealised self, experimental identity), and critically overview the mechanisms of constructing virtual personality (selective self-representation, narrative identity in digital environment, and virtual representation). The focus of interest in the analysis is the influence such factors as social context, platform specifics, and cultural paradigm produce on a virtual personality constructing and the preference of a self-presentation strategy. In conclusion, the authors highlight that an adequate study of virtual personality construction requires elaborating and implementing interdisciplinary approaches based on the integration of traditional and digital methods.

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