Russian media tailor messages for different parts of the world

Russian state-controlled media adapt their messages depending on the audiences they seek to influence. This is the finding of a new study by Charlotte Wagnsson, Professor of Political Science at the Swedish Defence University, and Christiern Santos Okholm, PhD, at the European Research Institute.

In a study recently published in the journal Post-Soviet Affairs, the researchers analyse how the Russian media platforms RT and Sputnik construct narratives about multipolarity and neo-colonialism for different audiences in Africa, Latin America and the international English-language information environment.

“We show that Russian state-controlled media platforms do not disseminate the same messages everywhere. Instead, they adapt key propaganda and disinformation narratives to different regional audiences”, says Charlotte Wagnsson.

The same message – different narratives

The findings show that the overarching messages are the same, but that the content is adapted to different historical experiences and political contexts.

In the French-language editions, which target audiences in Africa, France and other European countries are often portrayed as colonial actors that continue to exert influence over African states. At the same time, Russia is presented as an attractive partner in an emerging multipolar world order.

In the Spanish-language editions, aimed at Latin America, neo-colonialism is instead associated with the United States, capitalism and anti-American sentiments. China is frequently highlighted as the principal driving force behind a new world order.

“The findings show that Russian disinformation and propaganda are not packaged as a single global message, but rather as a repertoire of narratives tailored to specific audiences", says Charlotte Wagnsson.

Important for understanding information influence

The researchers argue that knowledge of how narratives are adapted is important because information influence has become a central security policy tool.

“We need to understand not only that certain states use propaganda and disinformation, but also how messages are adapted to different societies, historical experiences and political vulnerabilities”, says Charlotte Wagnsson.

According to the study, Russian state-controlled media use narratives about multipolarity and neo-colonialism because they can resonate with audiences that have experience of colonialism, inequality or perceived Western dominance.

“By highlighting how narratives are designed for different audiences, we can better strengthen society’s resilience against hostile information influence”, says Charlotte Wagnsson.

Six versions of RT and Sputnik analysed

The researchers examined how the two narratives are constructed and adapted to different audiences. The study covers six different editions of RT and Sputnik: two in English, two in French and two in Spanish.

The material was analysed using narrative analysis, a method that makes it possible to study how stories are constructed and used to influence recipients’ understanding of political developments.

Focus on the Global South

Previous research on Russian information influence has primarily focused on the Western world. However, as Russia has deepened its relations with countries in what is commonly referred to as the Global South, the need for knowledge about influence operations beyond the West has increased.

“We also wanted to demonstrate that the Global South should not be treated as a single audience. Our findings show that Russian state-controlled media adapt their narratives in different ways depending on the target audience and regional context”, says Charlotte Wagnsson.