Okupatsioonide muuseumist Vabamuks: nimetamispoliitika analüüs
Authors: Kõresaar Ene , Jõesalu Kirsti 
Published: January 2019

From “Museum of Occupations” to “Vabamu”: Analysis of Naming Policy

This article focuses on the debate around the name Vabamu and is aimed at discussing whether and how the culture of remembering the Soviet era can change in today’s Estonia. In February 2016, the Estonian Museum of Occupations announced its plans to refresh its identity and change the name of the museum to the Museum of Freedom Vabamu. The planned name change sparked controversy in society about the meaning of the (Soviet) military occupation, the sufferings of that period and ways of commemorating them. Over 60 stories were published in the Estonian media from February to August 2016, accompanied by lively discussion on social media. Estonia’s Russian-language media did not participate in the discussion.
The article analyses the Vabamu name debate in the context of naming policy and Estonian 20th century historical memory. First of all, the term of “occupation” is explained from the aspect of Estonia’s political identity and Baltic, Russian and European relations. Secondly, the article analyses the main voices and topics in the debate and which of the current memory regime’s models and frameworks of memory policy emerged. It asks, from the perspective of memory studies, why the name change to “Vabamu” was not carried out according to original plans.
The main sources of the analysis were texts in the media; including social media; interviews with the museum director, participatory observations at meetings of the museum’s advisory board, and at meetings and temporary exhibitions organized by the museum. In addition to documenting the development of the name debate, the participation, observation and interviews made it possible to explore the conceptual objectives behind the name “Vabamu”.
The following opinions resonated in discussions: (1) opinions of the Memento organization (which advocates for the rights of those who suffered persecution by the Soviet regime) and Soviet-era dissidents in media opinion pieces and segments and public statements; (2) statements made by politicians (mainly rightconservatives); (3) opinions from members of the Estonian émigré community; (4) statements from museum managing director Merilin Piipuu and the chairwoman of the Kistler-Ritso foundation Sylvia Thompson, which reflected the museum’s intentions; and (5) the public discussion initiated by the museum.
A key date in the development of the debate was 25 March 2016, the anniversary of mass deportations in 1949 when also the representatives of Memento organization voiced their opinion. Giving up “occupation” in the name of the museum occasioned property claims of the generation of victims of communism. The repressed people considered the Museum of Occupation their symbolic place. For this group, the disappearance of the word “occupations” from the museum name actualized the complexity of policy of recognizing their experience ever since the late 1980s.
The debate regarding the establishing of a memorial to victims of communism in Tallinn also had an influence.
The discussions over “Vabamu” were held in a transnational context, pertaining mainly to neighbouring Russia, and the global Holocaust memory culture. The name change was perceived above all as an adoption of Russian memory politics, not just in the context of the Baltic states but in the broader geopolitical context. Giving up the word “occupation” was seen by critics – and at the outset of the debate by the museum as well – as a national security issue. As the discussion evolved, the museum distanced itself from the security discourse and cited Russian tourists and Estonian Russians as target groups that needed to be reached and included.
The comparison to the Holocaust memory culture was also used as an argument by both parties. The opponents of the new name used international comparisons to stress the remembering of the violent past in similar (national) threat contexts. On the other hand, the museum used the Holocaust argument from the standpoint of Jewish identity to justify its intention to move further past the national narrative of occupation.
The debates over the name Vabamu were also related to a perception of intergenerational changes in memory work. The museum was reconceptualising the past and future to reach out to younger generations whose experience horizon is radically different from that of the generation of the victims of repressions and whose sense of freedom is more individualized. For opponents of “Vabamu”, the museum staff themselves represented the younger generation who no longer had a link to Estonia’s past ordeals and for whom intergenerational memory and solidarity had become interrupted. Their preference for a multiperspective narrative in place of a narrative of victimhood and resistance was interpreted as an ethical softening toward the victims and trivialization of trauma.
As a result of the name debate, the museum decided to forgo a radical change in the name and opted for a compromise: Vabamu, the Museum of Occupations and Freedom. The debate over the concept of occupation showed the importance of linguistic definitions in a more extensive battle over how the past is represented. The concept of occupation has been the core of political identity both in postcommunist Estonia and the other two Baltics. The term “occupation” is related to all of the key elements in Estonia’s postcommunist narrative. Associating the memory of the (Soviet) occupation with security policy in the Vabamu debate points to a main reason for persistence of Estonian current memory culture – the so-called Russian threat, which is perceived as an existential danger, a constant challenge to the survival of the Estonian state. Earlier studies have shown that for Estonians, personal, social, cultural and political memory is strongly interwoven when remembering the 20th century: the national story is strongly supported by family stories. This makes the national narrative personal. When central symbols of the historical memory come under fire, fears are stoked and appeals to a moral duty to preserve a common past are heard.