Book excerpt: 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.