ABSTRACT

The conception of privacy has many facets, it's not unique and depends on the context, on different cultural aspects, and, ultimately, on the individual perception.

Privacy is a very sensitive issue, challenged by the new technologies, the Internet, and social media. We live in a digital world where we continuously generate and share a large amount of aggregated data stored and used by other individuals, companies, or governments. For this reason, protection of online privacy and control of web users' personal data has become crucial aspects. To protect an individual's privacy also means to safeguard his own identity.

This thesis aims to explore the relationship between privacy in the digital world in relation to the user's personal and social identity. Through the continuous development of technologies and the different ways to communicate online, our identities are under constant construction and reconstruction, and also our perception of individual's privacy evolves accordingly.