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Abstract The concept of identity is a multiform notion. Many authors have addressed it from Psychology to Sociology, Anthropology and Cultural Studies. Historically we find first an identification with the gods, the earth and blood. In Modernity, the individual is separated from its community and its original circumstances, developing a higher degree of individual autonomy. In our present mediatized societies, reality is not only mediated by information and communication technologies, but also recreated through virtual technologies and thus deductible to equations, data and information. This process is reshaping our identities, which have suffered transformations imposed by the shock and the juxtaposition between the process of globalization and local cultures, distorting mechanisms of cultural identification, models, values and styles. As a conclusion, we present three 'dimensions' in which identity processes are built: referential, inter-referential and selfreferential. Finally, we ask ourselves what Nietzsche did 100 years ago: “is that which I am, that, for you, I am no longer? Is that what 'I am', that, for you, I am not? Is it that I have become another? Am I a stranger to myself? Downloads Download data is not yet available. Author Biographies Eduardo Andrés Vizer, Inst. Gino Germani Universidad de Buenos Aires Dr. en Sociología. Prof. Consulto e Inv. Tit. Inst. Gino Germani Universidad de Buenos Aires. Coordinador Área de Teoría del Conocimiento, Maestría en Estudios Sociales y Culturales, Universidad de La Pampa. Prof. Colaborador FACOS/UFSM, Brasil. Ex.Fulbright Fellow, Visiting Professor, Comm. Depart. Univ.of Massachussets (UMASS-USA). Mc Gill, Montréal, Toronto, Internat. Council Canadian Studies (ICCS), Human Res. Develop. Canada (HRDC), Canada Fulbright Prog. Prof. Visitante UNISINOS y UFRGS, CNPq. y CAPES. 1er. Director fundador Carrera de Ciencias de la Comunicación UBA. 10 libros public. Postdoc. y Conferencista en Alemania, Canada, EEUU, Portugal, Brasil y Argentina. Helenice Carvalho, Universidade Federal do Rio Grande do Sul Professora Adjunta no Curso de Comunicação Social da Universidade Federal do Rio Grande do Sul (Fabico/UFRGS). Coordenadora do Grupo de Pesquisa Inteligência Organizacional / CNPq. Graduada em Comunicação Social pela Universidade Federal de Santa Maria (UFSM), Ms. em Administração, ênfase Produção e Sistemas, pelo Programa de Pós-Graduação em Administração (PPGA-UFRGS), Dra. em Ciências da Comunicação, ênfase Processos Midiáticos, pelo Programa de Pós-Graduação em Ciências da Comunicação da Universidade do Vale do Rio dos Sinos (PPGCC-UNISINOS). References BAUMAN, Zygmunt. Modernidad líquida. Buenos Aires: Fondo de Cultura Económica, 2004.

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