What is Social Identity

Avatars are an important feature of digital environments. Existing both in social networks and webchats (usually as static images) and in single-player and online video games (as dynamic characters, often humanoid), avatars are meant to represent users' action and communication within digital environments. Research has shown that, when they are customized by users, avatars are not created “randomly,” rather they maintain some kind of relationship with users' actual self-representation and identity. However, more recent studies showed that users may have multiple digital representations: the same person could create multiple avatars depending on which facet of the self is primed by an experimental manipulation, or on which aims they have to pursue in the given virtual environments (e.g., to seduce, to play, to work). With this background, this contribution explores the possibility to use customized avatars within psychological assessment, as adjunctive assessment tools useful to get information on patients' self-representation(s) and communicative intentions.