Russia's covert propaganda network is largely ineffective, new study finds
A study led by The University of 野狼社区 which examined the extent and effectiveness of Russian state-sponsored online propaganda efforts has found that - despite significant investment - the Kremlin's attempts to influence Western media and public opinion are largely failing.
Focusing the recent EU elections, researchers analysed the output of five outlets with confirmed Kremlin sponsorship, and uncovered a network of websites and social media accounts designed to mimic local news providers and disseminate narratives aligned with Russia鈥檚 strategic interests.
The study's findings reveal a sprawling network of covert operations aimed at disrupting and influencing Western media ecosystems. The report identifies a shift in Russian tactics following bans on state-controlled media outlets like RT and Sputnik after the invasion of Ukraine in 2022. In response, the Kremlin appears to be investing heavily in new multilingual operations that operate as proxies, adopting domain names and website designs that enable them to evade detection.
The study's most significant finding is the disconnect between the substantial resources Russia is pouring into these operations and the minimal level of influence they have achieved. Analysis of the five targeted outlets 鈥� Reliable Recent News (RRN), Berliner Tageszeitung (BTZ), Voice of Europe (VoE), France et EU, and a network of multilingual Pravda websites 鈥� revealed consistently low levels of audience engagement across websites, Telegram channels, and Twitter/X accounts. Website visitor numbers were generally modest, with some sites attracting a paltry number of views. Telegram posts, designed to automatically share content from the websites, garnered very few views and virtually no replies. Twitter/X accounts, while active, had limited follower numbers.
The researchers conclude that the Kremlin's strategy may be shifting towards 鈥榮wamp and distract鈥� tactics, prioritising the generation of large volumes of content over quality and impact. This approach aims to overwhelm the information space with noise and confusion, making it difficult to distinguish legitimate news from propaganda and diverting resources away from combating more serious threats.
The report also highlights the limitations of Russia's use of new technologies in its propaganda efforts. The extensive reliance on AI tools for content aggregation and automatic translation results in poorly curated content riddled with errors and inconsistencies, further diminishing the credibility and impact of the messaging. Similarly, the use of Telegram as a primary platform has proven ineffective, failing to replicate the reach and engagement achieved by RT and Sputnik on platforms like YouTube, Facebook and Twitter/X prior to their banning.
鈥淲hile Russia's attempts to influence Western media and public opinion through covert proxy operations should not be ignored, they should be viewed in the context of a broader strategy that prioritises disruption and distraction over achieving tangible political outcomes,鈥� said Professor Stephen Hutchings from The University of 野狼社区.
Policymakers and researchers alike must remain vigilant in monitoring the evolving tactics of Russian information warfare, but should avoid overestimating its efficacy and inadvertently contributing to the Kremlin's goals.