Виртуалният човек: изграждане на идентичност около идея
The Virtual self: Identity building through Social Causes

Summary/Abstract: The role of internet in pro social behavior is a topic of growing importance, as digital technologies facilitate publicity of neglected topics and values, resources optimization and social change. Internet is not just a platform. The network has changed the way we present ourselves and communicate with each other; and how we act as citizens. These changes put the concept networked identity in the forefront. It is important to understand how identity building works, because this could be a leading motive for individuals to engage in pro social behavior. While altruistic motivation is still pivotal for supporting social causes online, the networked self is also interested in the community around a cause, looking for connectivity and belonging. The aim of this article is to present results from a quantitative and qualitative study, focusing on the ways the digital self builds identities through participation in pro social projects. Two case studies are analysed: UNICEF Bulgaria and Time Heroes. More specifically, the motives and the behavior of the users who liked their Facebook pages are investigated.

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