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In this paper, we examine different types of virtual language identities communicating on social networking sites, Facebook in particular. Basing our discussion on Facebook commentaries, we present profiles of Facebook users whose commentaries have certain language features and communicative goals. The findings reveal that not every speaker can be called a virtual language identity as they may not use language means for their self-representation on social networking websites (such users as a lurker, window shopper, selfie, spammer). Also, we outlined and examined the following types of Facebook users: moderator, troll or hater, expert, off-topic speaker, narrator, adviser. These personalities can be called virtual language identities as they produce text (Facebook commentary) intending to cultivate self-image, they have their own communicative goals and verbal means specific to their commentaries Moderators communicate on Facebook to enforce rules and sometimes facilitate discussion but mainly this function of moderators has been lost in social networking websites. Virtual language identity troll (hater) tries to involve other Facebook users into conflict or heated discussion, their aim may also be to abuse other members of community. Off-topic speaker’s main goal is to make discussion confused and cumbersome in every possible way. The communicative goal of an expert is to provide information whereas a narrator uses language means to assert oneself. Adviser’s communicative goal is to consult and help other users in solving their issues. In the paper, the complex linguistic analysis of the Facebook commentaries of these identities was carried out. The results of the study show that each virtual language identity uses their own verbal means to achieve their goal: trolls or haters use abusive language, experts’ commentaries are well-structured and usually quite long and sometimes cumbersome, a narrator uses techniques peculiar to story-telling and advisers’ comments are full of sentences with imperative mood and appeal to authority or speaker’s personal experience that helps to establish rapport between community members. The article highlights the main virtual language identities but other types of users can also be found on Facebook.

VIRTUAL LANGUAGE IDENTITIES ON SOCIAL NETWORKING SITES (BASED ON FACEBOOK COMMENTARIES)