Abstract: The concept of time stems from the objective world which the human beings dwell in，shaping human’s structure of selfunderstanding. As the behavioral agent，self image and time depend on each other. The three psychological concepts of time，the concept of natural time，the concept of clock time，the concept of network time，substitute successively. They reflect the way of life of different times affecting people’s consciousness，which in turn promotes three different selfstructures. In agricultural society，nature is the most important element affecting the concept of time. The cycle of nature generates circular time concept. In industrial society，watches precisely arrange the structure of social activities. The individuals are highly concerned about themselves in the endless linear time，self spirit being encouraged. In the network society，human activities are increasingly symbolized. In the electronic world that has blurred the past，present and future，the lonely individual lacking reference objects is becoming more anxious.

Key words: concept of time, selfidentity, way of life, Internet media, virtual world