Since their inception in the early and middle Nineties, the issue of online identity formation and online sociality has received great attention within Internet Studies. However, this line of research has witnessed a relevant shift from an initial emphasis on the cluster of 'disembodied/multiplicity/fantasy” to the contrasting interest on the cluster of 'embodied/authenticity/reality” (Baym 2006: 41). This conceptual shift is embedded in at times radically different views of the internet, its relationship with the offline and, more in general, the relationship between technology and society, as well as in diverse concepts of both identity and community. At the same time, this re-framing mirrors the process of domestication (Silverstone/Hirsch 1992; Haddon 2004) of the internet, when it ceased to be 'a special thing” (Wellman 2004: 125) in order to become an everyday practice for millions of users.