Broadcasting agitainment: a new media strategy of Putin’s third presidency

This article argues that accounts of the Russian media system that tend to view the time from Vladimir Putin’s rise to power in 2000 as a single homogenous period do not capture major qualitative shifts in state-controlled media coverage. By analyzing the output of Russia’s two main television channels during Putin’s third presidential term, we identify a range of distinctly new features that amount to a new media strategy. This involves a significant increase in the coverage of political issues through the replacement of infotainment with what we term agitainment—an ideologically inflected content that, through adapting global media formats to local needs, attempts to appeal to less engaged and even sceptical viewers. Despite the tightening of political control over the media following the annexation of Crimea, the new strategy paradoxically has strengthened the constitutive role played by the state-controlled broadcasters in the articulation of official discourse.