Gregory L. Ulmer 
Avatar Emergency [PDF ebook] 

A new experience of identity is emerging within the digital apparatus under the rubric of "avatar." This study develops "concept avatar" as an opportunity to invent a practice of citizenship native to the Internet that simulates the functionality of measure dramatized in the traditions of "descent" ("avatar") or "incarnation, " including the original usage in the Bhagavad Gita, and the Western evolution of the virtue of prudence from the Ancient daimon, through genius and character, to the contemporary sinthome.