Recent technological innovations (Web 2.0) in today’s society mean that a major socio-anthropological change is occurring. On the net, audiences can experience new forms of participation, share information and entertainment practices, and establish new relationships. This paper describes the main characteristics of Web 2.0 with specific reference to the Italian context and categories of users who use social networks (and their motivations), using the latest national survey data. This paper analyzes changes in the identity and culture of consumption,which thanks to social media are today expressed according to the logic of experience and performance. Through social media, performative consumption represents one of the most suitable way to describe the multiple aspects of the contemporary consumer’s identity.