ABSTRACT While right-wing populists are typically antagonizing the ethnic Other, there are situations where select ethnic minority groups are depicted in a more favourable light or even incorporated among the People the right-wing populists claim to represent. This article aims to uncover, how right-wing populists utilize storytelling to create a favourable association between the conservative values of an ethnic minority and the anti-gender and xenophobic discourse of the far right. Focused on the Estonian right-wing populist party EKRE, we introduce the concept of assiminationalism to explain, how the party negotiates its nativist and xenophobic stances towards the Russian minority with the mutual conservative values and aversion toward gendered and racialized minorities. Even the seemingly more inclusionary stories are told primarily from the vantage point of prioritizing the majority rights, by creating in-group and inter-group hierarchies, appealing to a sense of shame and yearning to belong among the Russian minority, and by depoliticizing cultural rights issues. This suggests that while the rhetoric of right-wing populists regarding specific ethnic minorities may become more moderate, it does not entail a clean break with their nativist and xenophobic past.
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