Making Identity Count: Estonia 2010

Abstract

In 2010, Estonia’s national identity was framed around cultural nationalism and a sense of indigenous independence, embraced by both elites and the broader population. Widespread disillusionment with the political elite was evident, alongside a shared demand for better social welfare and reduced regional inequality. Value debates largely reflected consensus between elites and the public. Both groups supported issues like environmental sustainability but remained divided or uncertain on conservatism and traditional gender roles. An elite-led identity project emphasized economic development, austerity as a marker of effective governance, and digital modernization, culminating in Estonia’s adoption of the euro in January 2011. In contrast, popular discourse focused more on Estonian language, the presence of Russians in Estonia, poverty, inequality, and skepticism toward the market economy. “Significant Others” included the West and the EU—favored more by elites—as well as the Soviet Union and Russia, generally viewed in a negative light. However, the Soviet era was occasionally credited for high living standards and conservative values, while historical Russia was sometimes viewed as supportive of Estonian national aspirations.