Image of Europe in top Russian TV channels

War Narratives on Russian TV

HOW RUSSIAN MEDIA FOMENTS HOSTILITY TOWARDS THE WEST – the newest research on Russian disinformation by Hybrid Warfare Analytical Group is available HERE

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. The research was publicly 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.)

Russia doesn’t spare any resources trying to return to the PACE in January next year without implementing demands contained in a number of PACE resolutions. Russia and its supporters decided to act by the principle: if you can not change the policy of the Council of Europe, change its rules. If changes to the current sanctions rules are made, it will be virtually impossible to apply sanctions in the future AGAINST ANY MEMBER STATE.

We decided to check what Russian internal media are saying to their audience about the European institutions and one of the most influential EU countries – Germany.

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 Vidéo. Comment les télévisions russes présentent-elles l’Union européenne? – Liubov Tsybulska for DiploWeb Russia has been pumping out anti-British propaganda in a sign it is ‘preparing for conflict,’ claims report  – Larisa Brown for The Daily Mail  Rusija smogia, nesulaukia atsako ir smogia vėl – tik dar stipriau -Liubov Tsybulska for Lietuvos žinios

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.


Oleksiy Makukhin
Guest Senior Analyst of Hybrid Warfare Analytical Group; Advisor to the Minister of Defense of Ukraine 2015-2018
Liubov Tsybulska
Director of Hybrid Warfare Analytical Group; Advisor to the Chief of General Staff of Ukrainian Armed Forces 2015-2018
Oleksandra Tsekhanovska
Senior Analyst
Ruslan Kavatsiuk
Advisor to the Vice Prime Minister for European and Euro-Atlantic integration of Ukraine 2016-2018

Explore and forecast new potential scenarios of the global hybrid warfare and help Ukraine and our international partners in developing policies and solutions to preempt and address them


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