Development and state of the art of psychological studies related to the Internet mediation are analyzed. Current tendencies and prospects of such studies are thoroughly discussed. Among these studies such parameters as distribution, reputational leveling and anonymity need to be specially mentioned. Dispersion or distant collaboration between almost or totally unfamiliar people is related to attempts to state an empirical quotient C, or collective intelligence for small groups. Such quotient is believed to be relatively disconnected to the individual IQs of the group participants. While such attempts lack theoretical base, they are characteristic for applied psychological studies. For bloggers, networkers or videogame players reputational leveling means extension of their reputations, namely the level gained in a videogame, or credibility in the communities of users of multiple Web services. Reputational leveling may be the result of real achievements or of well-organized self-presentations. In the cyberspace there is only partial anonymity, as it is seen in the field of cybersecurity and struggle against cybercrime. A recent tendency is to mark network activity of networkers, namely their “likes” or “dislikes”. After these marks are collected, numerous Big Data methods help correlate particular samples of these marks with both socio-demographical and psychological characteristics of the users. Once this is done, targeted advertisements can be sent out. This methodology is said to be exploited recently during important election campaigns. Among the possible means of confronting such influences we should mention a phenomenon of alternative identities. Networkers were earlier found to develop and support alternative identities which partly differ from the networkers’ real-life personalities. Although alternative identities are often supported independently of the aims connected with obstruction to sending out the targeted advertisements, this phenomenon may decrease the effectiveness of any impact related to the social networks.