Аннотация:The article touches upon issues related to the possibility of maintaining the unity of self-consciousness in the temporal continuity, the difference between self-identification and self-consciousness, as well as the role of the subject in the process of self-constructing. Modernity provides a large number of technologies for self-identification. They create a simplified image of self-consciousness: self-awareness is understood as a thing endowed with certain qualities. Their disadvantage is not only that they offer a simplified, schematic view of an individual, a pattern into which much, if not all, can fit. These self-identification technologies are often misunderstood, identified with the process of self-consciousness. Therefore, it is necessary to distinguish the procedures of self-identification and the process of self-consciousness, ― it does not lend itself to patterns. Self-identification is a technological process. Self-consciousness is an intuitive-interpretive activity, not a discursive one. The article presents the desubstantivist concept of the “I”, shows why it is necessary to introduce temporality into the concept of the “I”, as well as how self-conscious activity unfolds in time, what is its specificity, and how it differs from the procedure for self-identification.