In recent research, it has been argued that an extension of the relevance-theoretic (and also cyberpragmatic) scope of research is necessary in order to account for elements of communication that do not have a direct link to the relevance of the propositional information being transferred among Internet users, but which are important to determine the eventual (ir)relevance of the act of communication as a whole. Using the relevance-theoretic terminology, ostensive acts of communication online would be covered by the communicative principle of relevance, whereas other non-propositional effects and contextual constraints, not directly linked to this information transfer, but which matter in the eventual (dis)satisfaction with the outcome of communication, would be covered by the more general cognitive principle of relevance. In this paper, I will show how this extension offers a nice potential for explaining the discursive management of online identity.