Conclusion   Social networking sites have evolved into being an essential part of daily social interactions for a increasing number of our population. These online-communities are based on the notion of sociability and interaction. The relationship between the community and the self is a dialectical interplay, which conditions each other in its existence. Social networking sites won’t exist without its growing number of users as online-social interaction won’t exist without a pre-designed platform as a meeting place for individuals.   We aimed to indicate how this consumer-producer interplay influences our communication and consequently our identity. We aimed to point how the structures of social networking sites in particular determine our modes of interaction. To recapitulate our approach it can be concluded that the structures of social networking sites to a great extent resemble those structures we know from real life experience.   We wanted to point out the incredible power the owners of these sites essentially hold through possessing our personal information and private thoughts. Consequently the structures of ownership have to be considered when discussing social networking platforms. By doing so we can enjoy the advantages and possibilities of these sites in a responsible way, since then we stay conscious of those forces, which influence our identity. Through a self-reflective manner we might be in a position of deciding for ourselves the direction of our (online-) evolution. Bibliography>>