This article offers an outline of possible studies of blogs using the structural psychoanalysis of Jacques Lacan. This paradigm reveals a new perspective on the phenomenon of virtual personality. Sharing Lacanian theory of division of the so called “human personality” into three parts: Je (I), Moi (Ego), and Sujet (Subject), I see blogs as a specific cultural instrument of intensifying the Ego (but not the Subject), and I describe the basic methods by which the blog affects the revaluation of Ego. I argue that this process is simultaneously a symptom of a wide range of general social factors, such as the development of commodity fetishism and implementation of the logics of the postmodern type of capitalistic system into virtual space, as well as the transformations of personality in contemporary individuals.
Language of contribution: Russian