Abstract
ABSTRACT U-turns by populist parties are not a new phenomenon. The 2021 electoral campaign in Estonia was marked by episodes that combined cultural hybridity and political opportunism. The nationalist Conservative People's Party of Estonia (EKRE) was reprimanded by the Language Inspectorate for using Russian-language campaign posters with no Estonian translation. The same party was celebrating Estonian independence with a concert performing Soviet-time popular music. These episodes appeared quite surprising in the Estonian context, but not unique in a wider European perspective. We tackle the following question: why and how national conservative parties appeal to groups previously treated as domestic others.
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