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It’s not that they are ashamed of heritage as a pure idea, but of everything that is associated with - the government, the people, the national odd, weird traditions which outsiders make fun of. And the second case is the “American/Western dream” myth that rooted in Eastern Europe in the second half of XX century. The people want to be like their Western idols, so they spit on Eastern European traditions, like much Western people would do. And the third thing is that many of the “heritage haters” are looking for some well-paid jobs, that West seems to offer. In reality, the situation in the “dreamed” areas is not so bright and colourful.
There's nothing here!