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Existing theories of ethnic mobilization that rely on essentialist assumptions about voters' political preferences should be reconceptualized. Contrary to theories that assume that ethnic group members have fixed, uniform preferences in support of nationalist political programs, voters' preferences in Tatarstan, Russia, from 1988 to 1994 were constructed through the dynamic interaction between voters and politicians' framing of issues. Nationalist mobilization in Tatarstan was initially popular but ultimately unsuccessful. Both common preferences across ethnic groups and heterogeneous preferences within groups can exist as a result of sociocultural cleavages within ethnic groups and politicians' framing and manipulation of political issues.