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The thesis at hand deals with how language and social interaction on the internet creates an online identity and culture which is different from other identities and cultures. The main principle behind various identities is that identity as well culture is flexible and ever changing units. The meta- theoretic approach used is social constructivism as it deals with how individuals construct themselves and perceive others in social interaction. The process of constructing social relations happens through the use of language and how the use of language creates different meanings in different contexts. The case used in the thesis is the MMORPG World of Warcraft, which is currently "inhabited" by 12 million active subscribers monthly. This number is more than twice the population of Denmark. The players of WoW are spread globally on many different servers to play on. In my search for answers I have created an avatar, which is a virtual digital representation of the player set in a virtual environment. By doing so I have been able to conduct what Celia Pearce calls Game Ethnography a form of ethnography that takes place inside virtual worlds.

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What´s your identity? deals with how online communication distorts and changes the way people interact without face-to- face contact. It explores language used by gamers, but also how the breakdown of social dogma results in "flaming" and "trolling" online.

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