<p>This paper explores how data mining can redefine and reshape human identity, transforming the self into a fluid construct continuously shaped through ongoing profiling. To understand this transformation, we draw on Lacan’s theory of subjectivity and his conception of desire as the engine of subjectivity. Rejecting essentialist notions of the self, Lacan argues that identity is formed within—and through—social, cultural, and, as we emphasize here, technological contexts. We examine how data mining affects processes of self-formation in this technological era, using Lacanian theory as a framework to analyze its impact. We argue that data mining does not simply replicate traditional symbolic processes; rather, it introduces a different dynamic that can disrupt established modes of symbolic identification rooted in social norms, laws, and customs. This disruption may result in forms of de-identification but also opens the possibility for new types of self-identification. We propose that this transformation has a double effect: it both dissolves elements of the traditional Symbolic order and simultaneously gives rise to a new Symbolic—one that aims to define and regulate emerging identities. We believe that this tension presents both a challenge and an opportunity for contemporary processes of self-formation.</p>