| Sumario: | The essay takes the construction of the legal subject within personalized law as an impetus to outline the development of legal subjectivity in the postmodern era. The various discourses that produce norms and knowledge, and finally the subject itself, are particularly evident here. By placing these construction processes within the framework of extra-legal discourses, with particular reference to the mechanisms of online marketing, we learn that in the context of both personalized law and online marketing, individuals are no longer perceived as predefined entities, but rather as a result of performative acts of compositional possibilities. Just as online marketing creates consumers based on their detailed online behavior, personalized law aims to tailor legal norms to individuals by creating a digital (dividual) subject through computerized analysis of distinct data nodes. Finally, these insights also allow conclusions to be drawn about the individual nature of the modern subject in modern law and its entanglement in extra-legal discourses.
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