Image of Europe in top Russian TV channels

Russian fake news and troll factories are notorious phenomena of recent years. Our non-governmental organization has been working to address the issue of Russian disinformation since the beginning of the Russian aggression against Ukraine in 2014.

Based on that practical experience we realized that Russian propaganda is a method based on narratives, which in the research we suggest to measure as key structural elements of disinformation campaigns. Once established narratives are supported by a deliberately manipulated interpretation of real events.

In order to prove our assumptions we have thoroughly studied all broadcasts and political talk-shows on the three biggest Russian national TV channels for the period of 3,5 years: July 1, 2014 – December 31, 2017.

Based on monitoring data the research concludes that 88% of all negative news (22’711 mentions) about Europe can be categorized in six key narratives. These narratives keep the Russian audience’s attention in the desired frame and encourage to change their perceptions in comparison to just fake news because even when they are countered by arguments they do not fail. This fundamentally changed the whole paradigm of news, facts, and events which are used to support prepared propaganda.

In the research, we present a detailed analysis of the Russian media landscape, a breakdown of Russian disinformation about European countries and a description of narratives, all with case studies and quotes. Although this disinformation is targeted towards a Russian domestic audience we believe it is important for our European colleagues to be aware of the threats emerging from this. Top Russian TV channels are deliberately dehumanizing an average European, they are depicting European (liberal) values as “toxic” and they are convincing Russians that they have the right to be aggressive towards Europe and Europeans. For instance, European countries are mentioned 18 times daily in a negative context on the channels that were researched (compared to “only” 6 daily ads of Coca-Cola). The average ratio of negative to positive news is 85% to 15%, and there are only two countries, which Russian TV covers positively: Belarus and Switzerland. Daily life in Europe is shown as very insecure, unstable and immoral. The total quantity of negative news has increased by 87% from July ’14 to December ’17.

This version of research was prepared and presented at the 5th Annual Tallinn Conference on the Eastern Partnership. We are happy to provide a tailor-made version of this research report for individual European countries that it may concern.

The latest version of the research is available here.

Moreover, we are preparing a series of country-focused case studies. The following video is devoted to the image of Great Britain on Russian TV.

And this is the one showing how France is depicted by Russian media.

The next case study is devoted to Nordic countries.

And this is the video devoted to the image of Ukraine on Russian TV (the research is available here.)

More materials on the topic

Countering disinformation: some lessons learnt by Ukraine Crisis Media Center – Nataliya Popovych, co-founder and board member of Ukraine Crisis Media Center, and Oleksiy Makhuhin, Head of Hybrid Warfare Analytical Group of Ukraine Crisis Media Center testified before the Special Committee on Deliberate Online Falsehoods of the Parliament of Singapore.

HWAG in media:

Sur les écrans de télé russes, l’Europe est mentionnée de façon négative – Oleksiy Makukhin for Le Monde

La Suisse dans le récit télévisé russe – Ruslan Kavatsiuk for Le Temps

Unreality TV: Why the Kremlin’s Lies Stick –  Diane Francis for Atlantic Council

The fake news Russians hear at home – Anne Applebaum for The Washington Post

How Russian propaganda depicts Europe – should we worry? – Liubov Tsybulska for EUobserver

‘Deny, distract and blame’: how Russia fights propaganda war – Luke Harding for The Guardian

Image of Europe in Russian Media: Journalism or Creation of Enemy Image? – Liubov Tsybulska for UA: Ukraine Analitica

Russia ‘purposely gives Irish affairs a negative slant’, says Ukraine Crisis Media Centre – John Mooney for The Sunday Times

HWA Group consists of experts who worked in-house supporting Ukrainian Armed forces and Government institutions communications efforts in partnership with our Western allies since the beginning of Russia’s aggression against Ukraine.

Authors

Oleksiy Makukhin
Oleksiy
Makukhin
Director of Hybrid Warfare Analytical Group; Advisor to the Minister of Defense of Ukraine 2015-2018
Liubov Tsybulska
Liubov
Tsybulska
Deputy Director of Hybrid Warfare Analytical Group; Advisor to the Chief of General Staff of Ukrainian Armed Forces 2015-2018
Vilyen Pidgornyy
Vilyen
Pidgornyy
Head of Security & Defense Strategic Communications group at Administration of the President of Ukraine, 2014-2017
Ruslan Kavatsiuk
Ruslan
Kavatsiuk
Advisor to the Vice Prime Minister for European and Euro-Atlantic integration of Ukraine 2016-2018

Désolé, cet article est seulement disponible en Anglais Américain.

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