This article concerns collective identities in the context of EU enlargement and the post-Soviet transition of Estonian society, particularly of the two main ethno-linguistic groups: ethnic Estonians and the Russian-speaking population in Estonia. The empirical basis of the study is formed by factor structures of self-identification. The data were obtained from nationally representative surveys carried out in 2002, before Estonia joined the EU, and in 2005. The thinking patterns behind the structures of self-categorization are discussed mainly on the basis of theoretical concepts of individualization and transition culture. For background information, comparative data collected in Latvia (2006) and in Sweden (2003) are used. The survey results reveal that in the post-communist transformation, EU integration and spread of global mass culture have homogenized the mental patterns of the Estonians and the Russians. It is characteristic of post-communist Estonia that both minority and majority groups have utilized trans-national and civic identity and individualistic patterns of selfidentification in terms of (sub)culture and social and material achievement, extracted from social norms and existing structures. Surveys confirm that for political actors in both Estonia and Russia it is hardly possible any more to create a common umbrella identity for the Russians in Estonia-the self-designation patterns of the Estonian Russians have been emancipated during the transition period.The purpose of this study is to open the universalities and peculiarities of the formation of collective identities in post-communist Estonia, with special attention to the dynamics of the collective identities of the Russian minority. The cultural and political allegiances of the Russians between Russian, Western and local frames of reference have been the subject of extensive discussion. Despite the fact that during the first decade of the transition the Russian-speaking population used mainly individual adaptation strategies, researchers have proposed that social deprivation may lead to the formation of collective group consciousness and mobilization of the Russian-speaking community. 2 When discussing this issue, not only should the relations between the majority and minorities be taken into account but also the