Propaganda channels and their comparative effectiveness: The case of Russia’s war in Ukraine

Since Lasswell, propaganda has been considered one of three chief implements of warfare, along with military and economic pressure. Russia’s invasion of Ukraine revives public and scholarly interest in war propaganda. The Russian political leader frames the war as an imperial war. The Ukrainian political leader frames it as a war of national liberation. The discursive battle thus complements the military combat. The outcome of the discursive combat depends on the effectiveness of propaganda deployed by the parties involved. Propaganda effectiveness is the propagation of war-related messages stated by political leaders through various media with no or few distortions. The effectiveness of propaganda is compared (1) across countries, with a particular focus on two belligerents, Russia and Ukraine, (2) in the function of the medium (mass media, digital media), and (iii) using two different methods (content analysis and survey research). Data were collected during the first year of the large-scale invasion (February 2022 to February 2023). Survey data allowed measuring the degree of the target audience’s agreement with key propagated messages.