internet persona

"People vary greatly in the degree to which they are consciously aware of and control their identity in cyberspace. (...) attempts to work through conflicted aspects of identity necessarily entails a conscious grappling with the unconscious elements of one's personality. Striving in cyberspace to be a "better" person also requires at least some conscious awareness - a premeditated vision of where one is headed. Some people, on their own, make a fully intentional choice about who they want to be in cyberspace. Some are partially aware of their choice and with help or through experience become more aware. Others resist any self-insight at all. They live under the illusion that they are in control of themselves."
from here. shallower than I wanted but very comprehensive.