Social media on the internet in the context of research for social identification

The article deals with the changing factors of social identity under the influence of social media. It actualizes the study of specific pathways of folding of collective and individual identities in the information society with the means of sociology. Information and telecommunication technologies impact on almost all spheres of social life and thereby promote the formation of new forms of communities - virtual, cyberprotesters or online-communities. A user on the Internet can act in different, new, roles, and try on various identities. In the network society, the formation of identity of the social subject becomes a permanent continuous selection of samples, their acceptance, rejection, subsequent updated changes. A precondition of experimentation with their own identities for individuals are the anonymity and the limited sensory experience of online communication create identities that differ from the real one. On the Internet there are great opportunities in different ways to experiment with identities. For example, you can change your image, as close to his desired. Different individuals have different motivations to experiment with the choice of identities. Determinants can be requirements in adaptation to the changing conditions of society, which, on the one hand moves communication to the Internet, and on the other re-glamentary-categorization of a person in the real world a number of limitations. As a result, the individual integrates into the social groups that are difficult or impossible to enter into the real world; formed a new virtual identity (both can be used multiple or even opposite identity). In the virtual space is the transformation of social control into selfcontrol through the influence of value orientations of the individual, internalized the norms of a transition from one community to another.