In this paper, we investigate the local and self-identity characteristics of socio-cultural groups based on social representation theory and one of its methods (association method). Carried out on a sample of rural youth, the analysis focused on the relationship between the four groups, distinguished by their social representations of identity, with different intensities of meaning and the sociological background variables. In addition to the expected results, the hypothetical explanation for the contradiction in the emotional attachment and mobility variables can be further empirically confirmed.