EuroMaidan and the European dimension of Ukrainian identity -- The state in the eyes of consumers -- Politicized consumer practices: from street protest to economic actions -- Case study: boycott as consumer activism -- Case study: buycott and rediscovery of Ukraine -- Conclusions -- Notes -- References -- Chapter 5: National food, belonging, and identity among Russian-speaking migrants in the UK -- Introduction -- Diasporic homes and foodways in immigration -- Researching food in the Russian migrant context -- The practices surrounding the bringing and consuming national food -- Maintaining the exclusivity and authenticity of Russian food -- Russian, Soviet, and post-Soviet diasporic foodways -- Conclusion -- Notes -- References -- Chapter 6: Consumer citizenship and reproduction of Estonianness -- Introduction -- From the worldwide to area literature -- National identity at the dinner table -- Acceptance -- Denial -- Competition -- Conclusions -- Notes -- References -- Part III: National discourses in everyday life -- Chapter 7: How to pronounce 'Belarusian'? Negotiating identity through naming -- Introduction -- Research methodology -- The history of searching for the name -- Place names and post-colonialism -- Belarus and Belorussia: arguments and main arenas for the debate -- Official naming vs. vernacular usage -- Belarusian ethnic identity and the Russian factor -- Conclusion -- Notes -- References -- Chapter 8: Nuanced identities at the borders of the European Union: Romanians in Serbia and Ukraine -- Romanians outside Romania -- The border as an everyday obstacle -- Citizenship as an exit strategy -- The emergence of multiple identities at borders -- Conclusion: the border as an identity marker -- Notes -- References -- Chapter 9: Can nation building be 'spontaneous'? A (belated) ethnography of the Orange Revolution -- Introduction