The blogs as the platform for a virtual personality construction are considered in the article on the assumption of the positions of L.S. Vygotsky’s cultural-historical approach. Internet journalism practices are considered as the example for the processes of virtual «I» formation. The authors affirm that the appearance of consecutive and stable «I-representation» in Internet is the necessary condition for a change in dynamics of social nets development from motives which are out of Internet (in physical space) towards situation when a virtual personality is enough full-fledged to be a motive for new social interactions creation not leaving Internet. As a result a virtual personality turns into a net-creating factor and Internet loses its unoriginality in relation to physical space.