THIBES, Mariana Zanata    MANCINI, Pedro Felipe de Andrade. The presentation of self in the virtual sociability: the libidinal economy of the friendship. []. , 35, 55, pp.149-163. ISSN 0101-3106.

Something that is unequivocally remarkable at the 21st century is the popularization of the social networks and virtual worlds as new modes of social interaction. Despite the lack of the physical body and the whole of facial expressions in the virtual interactions, there is still the face, in Goffman's sense, to be preserved and manipulated. To be well-regarded and expand the number of friends or "followers", the individual must exhibit the "right" symbols. As he finds a demand of always being in track with a changing social imaginary which informs the symbols for new presentations of the self, we are able to recognize the same mechanism of renewing desires inherent to the consumption logic and necessary to its reproduction.

: Virtual sociability; Presentation of self; Consumption society; Erving Goffman.

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