Web-based distance education has become a "real" teaching alternative which has instigated more research particularly in the past decade. This research has commonly focused on four major perspectives: (1) information-technology; (2) course management systems (including course communication tools); (3) information design; and (4) online learning. Not surprisingly, there are many, significant differences between face-to-face (f2f), and Web-based teaching. In a traditional teaching context, communication is implemented synchronously insofar as teacher and students are able to communicate instantly, and without delay. Besides the direct and instantaneous verbal exchanges, synchronous communication also transpires through visual signs and body language. Conversely, if online teaching (e-moderating) occurs via the Internet and electronic multimedia, including the use of language (both oral and written), a common way of teaching in this context is through a dynamic interaction among participants, yet without the physical presence of the teacher or students. What happens then to the teacher's "identity" and role when s/he is no longer physically present as in a traditional classroom? How is it established? Perhaps most importantly, how is it perceived by both the students, and the teacher him/her-self? This two-phase, comparative research study was conducted by two university instructors whose research agenda concentrates on "teacher perceptions of own qualities, roles, and functions" in online instructional environments. Phase 1 of the research compared and discussed the emerging instructional styles of participating online teachers (e-moderators), in Sweden, and the United States. Phase 2 of this study has concentrated on using the identified perceptions, behaviors, motivations, and aspirations of the participating e-moderators with the view to creating composite, albeit fictional online instruction archetypes ("personas"). In their attempt to do justice to the analysis and presentation of Phase 1 data, the authors set out to experiment with the transfer and applicability to their respective blended and online teaching contexts, of the persona research method typically deployed by usability and interaction design. (Contains 2 tables.)