The Internet and the World Wide Web represent the greatest technological innovations in the world, yet contain plenty of risks and dangers, and every information user should be aware of them. Pérez (2013) cites Giones and Serrat saying that “identity on the Internet can be defined as a digital representation of a set of claims made by one party about itself or another data subject”.
The book consists of 10 chapters. You can follow several main stages through the whole book starting from naked online, moving to time to get dressed and finally turning off the lights – choosing to be invisible online. In the first chapter, the authors look at how personal information has become a commodity and just who is exposing users online. Who is looking at your online persona? It is the main question presented in the second chapter, and the inventory of types of individuals and organisations that are interested in Internet users and how they might use information about us in ways both legal and illegal, is described. In the third chapter, the reader will find tips on how their behaviour can be used against them. One can find information about the way users are exposed online and what kind of online persona we usually create. In this way, self-examination is the most important first line of defence.
Attention is drawn to other interesting and important questions in the remaining chapters – the tools one can use and actions which can be taken to manage one’s Internet persona are described – so time to get dressed! Opportunities for cyber criminals to steal via the Internet are unlimited, but readers can be convinced that unlike cars or other tangible objects, personal information is not “missing”, and one should know that clearly and keep it in mind and beware of identity theft. Nobody would argue about the benefit to have one’s public persona for all to see online, but it is very important to find out how one can take control of one’s brand and make it work for one’s benefit. It leads to personal career success because in this way many prospective customers and professional contacts receive their first impression of the person on the Internet.
Don’t forget the kids! Differences between children and adults, both in how each views online technologies and how they are exposed online, are described in the book. Finally, alternatives for both using Internet and maintaining one’s anonymity online are presented in the last chapter.
The book simplifies critical concepts about the cyber environment and provides the readers with essential knowledge and tips on how to avoid the dangers and not to be naked online as Internet persona. The book is direct, digestible, practical and easy to understand. Everybody will get pleasure and benefit while reading it.
