For the picture,
Sign in to your account (if not already), and choose Account Management from the “Playstation Network” menu on a PS3.
Select Account Management
Select Edit online profile
Select a new avatar from the many options.
I don't like my PSN user name "Newuser09." How do I change this & add a PSN user name Photo Profile?
Once a PSN ID is created it cannot be changed or altered in any way, your only option is to create a new one, but you will lose access to certain things including any trophies earned so far.
bookepride has supplied you with the answer regarding your picture.
Customer Service Available Mon-Fri 8am - 8pm
General Enquires - 1-800-345-SONY (7669)
Account & Billing Support -1-877-971-SONY (7669)
Live Chat Available Mon-Sat 6am-10pm PST & Sun 6am-8pm - LiveChat