The article discusses how the group affiliation of an individual impacts the making of his or her identity in the text. The analysis of public narratives of Czechs, men of art and science, establishes “typical” images of Self, declared in the public (media) narratives. The paper studies structural components of narratives, the type of conflict, and identity declared on this basis. It is shown that both types of conflict and social identity of the actors in the two studied groups are different.