The article focuses on the complex cultural phenomenon - ethnicity - connecting it with a specific methodology - ethnography. It attempts to find out the ways ethnicity is expressed through the process of narration of life histories. The main thesis is that ethnicity is not static and natural but rather constructed, continuous and very subjective category. Fieldwork in Austrian Carinthia, in the small town Pliberk (Bleiburg), showed that individuals differently understand, what it means to be a Slovenian. Their national ('Slovenian') identity is not uniform and in that sense they construct subjective ethnic identities. There is a switching of identities and identity of Slovenian Austrian is being invented. Pliberk folks do not call and perceive themselves only as Slovenians, but also as Slovenian Austrians. However, this does not mean there is no 'Slovenian-ness' in Austrian Carinthia, but that Pliberk folks perceive 'Slovenian-ness' differently than e.g. Slovenians in Ljubljana.