Abstract
Digital identity is divided into 3 sign sets: (1) declarative identity, (2) acting identity and (3) calculated identity. This typology allows leading a quantitative analysis of cultural influence of identity representation in social web, through the comparative study of two social networks: Facebook and MySpace. Unlike early web, social web makes possible identification of a user without having to declare describing elements. The comparative analysis presented here continues this analysis by specifying the procedures of this new paradigm of identity and highlighting two different ideologies of identity, on the one hand, a normative one to stimulate socialization, on the other hand, an egocentric one for the sake of self-expression. “Calculated identity” encourages users to make comparisons between them and feed their representation, but increasing disproportionately the number of friends is not sufficient to play the social game as it is structured by Facebook: visualization shows that the social network is maintained by sharing. Sharing photos, participating in shared groups is a part of regular social interaction announcing the emergence of a new intersubjective language.