This is the fundamental theme of our course. There’s a lot of literature on the topic. I suggest to read this one:
José van Dijck, ‘You have one identity’:performing the self onFacebook and LinkedIn, Media, Culture & Society35(2), 2013.
This can be read in courtesy of our library. For those who do not take advantage of this amenity: a link to me.
I also would highly recommend the text of Anne Helmond:
Identity 2.0: Constructing identity with cultural software
And this blog post on social contexts collapse as well. I also recommend a review of the posts on identity on UnlikeUS.