A guide to Russian propaganda. How the Kremlin instructs media to cover the war-Meduza

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This is an adaptation of a report on how the Kremlin’s propaganda machine works. Meduza, a Russian- and English-language independent news website looked into the methods are whether they really are successful.

Russia’s Presidential Administration regularly, if not daily, draws up special guidelines for Russian media on how they should cover the war and related stories and what angles to take, it said.

They issue „guidelines” to media propagandists, indicating not only the approach, but also what kind of emotions should be aroused in viewers, readers or listeners, the independent  media outlet reported.

Meduza examined 10 documents, compiled by the Kremlin from April to October 2022, it said. The authenticity of the texts was confirmed by a source close to the presidential administration, as well as by a state media employee who was familiar with the methods used.

Each instruction has a clear structure. Texts point to the „Main Story”, and a line which propagandists should push. For example, in the October training manual, there was a survey carried out by VTIOM, where 75% of respondents had  a „positive” attitude towards the annexation of Ukrainian territories, and 83% believed that Russia should protect the interests of its residents, even if it complicates its relations with other countries.

This is the line the Kremlin wants the media to take. „Citizens of Russia are confident in the correctness and legitimacy of the election made by the citizens of the [annexed] DPR, LPR, Kherson and Zaporozhye regions.”

The Kremlin’s guidelines also lists other „lines” that should be pushed. In the October 4 document, they indicate: „Strengthening Russia”, „SVO [the special military operation]. Image of Victory’ and ‘New World Order’. The „line” about the „strengthening of Russia” says that the country „officially grew by four regions.” It also indicates exactly how propagandists should talk about mobilization: Russians should be informed that „the majority of those mobilized understand the tasks and purposes of their participation in the defense of the Motherland.”

The mobilization process in Russia looks like this:Solid, friendly teams are formed, men are ready to help each other, they easily recall their military skills and learn new things. New ones are developed,effective mechanisms to ensure that those who wish to do their duty to the Motherland do not encounter difficulties. Since the start of registration for volunteers, over 70,000 applications have already been received on the Gosuslughi portal.

In some regions, the partial mobilization plan has already been implemented, thanks also to the participation of volunteers. Chapter „SVO. Image of Victory” is dedicated to the situation on the front. Despite the fact that, in reality, Russian troops have steadily retreated in recent weeks and lost previously occupied territories, the Kremlin guides invites the media to  talk of their „victories” – for example, emphasizing how many Ukrainian armored vehicles ” have already been destroyed by the Russian army”.

At the same time, propagandists are „recommended” to indicate that any opposition from the Armed Forces of Ukraine leads only to the „self-destruction of Ukraine” (this thesis is  not detailed).

The „New World Order” section says that the media is obliged to convey to the public a simple idea: it is better for the countries of the former Soviet Union to „learn from the fate of Ukraine” and not to spoil their relations with Russia. 

Moldova and its leader, Maia Sandu, are cited as an example of contrary behavior (the country’s authorities have repeatedly condemned the Russian invasion and also announced increased border controls; in recent weeks, Russians have reported being denied entry).

Also, the thesis about the „new world order”, for which  Russia is reportedly fighting, should be illustrated with news that Russian oil supplies to India increased by more than 18% in Sept. 2022 compared to August. This kind of information should serve as an example of the development of „cooperation with countries interested in a fair and equal world order”.

In addition to specific propaganda „lines,” the training guides point to „feelings, sensations, and emotions” that news should arouse in Russians. In documents seen by Meduza, which has its offices in in Riga, Latvia and does not come under censorship, this is called „emotional basis”.

For example, the annexation of Ukrainian territories should awaken the feeling of „cohesion” and „unity” among Russian citizens. The feeling of „confidence” and „pride” have d often been mentioned, already by the beginning of October, against the background of the successful counteroffensive of the Ukrainian forces, were replaced by „hope”.

According to Meduza source who is close to the Kremlin, these texts are written by the public projects department of the presidential administration, which oversees Telegram channels, bloggers and many media outlets.  Aleksy Jarich, deputy head of the department is responsible for the guides. In the early 2010s he was deputy director of Uralvagonzavod (an arms factory). Jarich did not respond to Meduza’s questions.

„During the war, it’s frankly difficult for these [Kremlin] guys. We cannot counter  the Ukrainian media. The mutilated corpses of Russian soldiers are complicated to be positively covered”, argues an employee of the pro-government media, interviewed by Meduza.

One person interviewed by Meduza doubts the effectiveness of these methods. For example, one of the political consultants who worked with the presidential administration stated that the playbook can only convince a „loyal audience” which doesn’t look for alternative sources of information.

„Often, journalists from such media outlets [which receive instructions from the Kremlin] simply cannot write on their own, without a guide, and if they do, something ridiculous comes out,” he says.  „There is also a loyal audience on the Internet, and you can’t prove anything to a disloyal one, especially with such methods of persuasion.”

Another  person interviewed by Meduza, close to the leadership of the United Russia party, says ‘the press, mass media and bloggers are all a huge machinery of daily work, lubricated by multi-million dollar budgets.”

Here’s the report in Russian.

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