How Russian Propaganda Works at Home and Abroad

The article analyzes the evolution and functioning of the Russian propaganda machine during the Putin regime, the division into domestic and foreign information campaigns and their key messages. 

In particular, we pay attention to the topics of “war with the West” and nuclear blackmail, as well as mechanisms of influence on the audience in Europe, Latin America, Africa, and the United States.

We will try to outline the differences in approaches to different target groups and explain the constant falsity of Russian propaganda as a means of political survival of the authoritarian regime.

How did Putin Regime's Formed Its Propaganda Machine

Russian propaganda as a state information system began to take shape in the 2000s when Vladimir Putin came to power. The main resources (television, in particular, Channel One, Russia-1, NTV; later - RT, Sputnik, Tsargrad) were centralized under the control of the state or loyal oligarchs.

The Kremlin has invested in the creation of powerful manipulation networks, including bot farms, fake accounts, information operations, foreign broadcasting, and “think tanks” that create and disseminate the desired narrative. This system is run by people close to the FSB, the Russian presidential administration, and large state-owned corporations.

An important factor is the systematic manipulation of history, distortion of facts, and creation of pseudo-historical narratives that contribute to the formation of a negative identity of the enemy (including Ukraine) and the myth of heroic Russia.

Messages for the Domestic Audience

Messages for the domestic consumer are formed in several information and psychological directions:

Russia's sacred mission – personification of the role of the “last bastion of spirituality” fighting against the corrupted West.

Nostalgia for the USSR: the imperial model of the “Russian world”. Simultaneously with nostalgia for the USSR, all forms of Russian imperialism from the past are being glorified.

Demilitarization and “denazification” of Ukraine is a justification for the war by creating the image of a “Nazi enemy.” Demonization of Ukraine as a "Nazi state"

Siege and heroism – the message that the whole country is under siege, which justifies the sacrifices, mobilization and restriction of rights.

Russia as a victim of conspiracies – the constant reproduction of the idea that the West, NATO, the US, and the EU are conspiring to destroy Russia from within.

Demonization of the opposition – all internal critics are branded as “traitors,” “agents of the West,” and “liberals.” For this purpose, the status of a “foreign agent” was invented, which should fix the status of any oppositionist as something alien and hostile.

Social phobias – the use of anti-LGBT, anti-feminist, xenophobic and anti-Ukrainian messages to consolidate and morally reinforce the regime.

The cult of Putin as the only guarantor of stability and strength. The leader is identified with the very fact of the state's existence.

The Kremlin uses television as the main channel of influence, especially among the elderly population. A special place is occupied by the thesis of the nuclear threat: “nuclear war is better than capitulation to the West”. This message is a systemic element of mobilization propaganda.

After the start of the full-scale war in Ukraine, Russian media actively developed the thesis of a global conflict with the West. In the narratives: “The West is a source of evil, Satanism, and moral decline,” and Russia is the last bastion of traditional values. This is accompanied by images of religious messianism and civilizational struggle.

In particular, CNN emphasizes the constant mention of nuclear weapons in the rhetoric of Kiselyov, Solovyov, and other media personalities. The nuclear threat is used both for internal mobilization and as a means of intimidating external audiences.

How does Russian External Propaganda Work?

The goal is to divide democratic societies, undermine trust in allied governments, and create the effect of being drawn into a "not their own war." Key messages:

"Ukraine is a corrupt state that is draining the West's resources"

"Sanctions are harming ordinary Europeans"

"The war was provoked by the US and NATO"

Social media, influencers, anti-globalization movements, and anti-war organizations are used. The Kremlin has recently shifted its focus from the United States to internal crises in the EU.

In Africa, Latin America, and Asia, Russian propaganda exploits anti-colonial sentiment:

"Russia is a fighter against neo-imperialism"

"The West is the main culprit of global troubles"

"Ukraine is a puppet of Washington"

According to DW, in these regions RT actively broadcasts stories that level the Kremlin's responsibility for global crises.

The most common methods of influencing the Western audience include:

Localized broadcasting – numerous platforms disseminate content in English, French, Spanish, Arabic, and other languages, adopting the vocabulary and cultural symbols familiar to each target audience.

Pseudo-analytics – publication of materials through fictitious or Kremlin-aligned “think tanks” that frame Russia as a reasonable or pragmatic alternative to the West.

Social media infiltration – the use of large-scale botnets to spread narratives such as “Ukrainian biolabs,” “corruption in Kyiv,” and claims of discrimination against Russian-speaking populations.

Support for extreme movements – financial and ideological backing for right-wing or left-wing extremist groups that oppose NATO, immigration, and their own governments.

Conspiracy theorizing – pushing narratives of global U.S.-led conspiracies, replacing factual discourse with fear, emotional manipulation, and sensationalism.

Discrediting the media – orchestrated attacks on outlets like the BBC, CNN, and Deutsche Welle, branding them as “lying media” to create distrust and suggest that objective truth no longer exists.

Anti-Western satirical propaganda – distribution of comedy content, memes, and short videos on platforms like TikTok and YouTube that mock liberal values and portray the West as hypocritical or decadent.

Distortion of history and manipulation of language – spreading claims such as “the Ukrainian language is artificial,” “Crimea has always belonged to Russia,” or “Ukraine has never existed,” while promoting false dilemmas (“either we or fascism”) and using pseudo-logical constructions (“so-called,” “allegedly”) to confuse and manipulate audiences.

Conclusions: Different Audiences – One Goal

Kremlin propaganda is carefully adapted to its target audience. Inside Russia, it mobilizes the population by fueling fear, pride, and hatred. In Western countries, it seeks to intimidate and confuse citizens, undermining social cohesion and democratic confidence. In the Global South, it exploits skepticism and distrust toward the West, positioning Russia as an alternative force.

These lies are not random or accidental—they are part of a deliberate strategy. The ultimate objective is not to persuade, but to erode faith in facts themselves, and to destroy trust in the very concept of truth.

Petro Oleshchuk, Political scientist, Ph.D, Expert at the United Ukraine Think Tank