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BRIEF: Pro-Kremlin messaging in the Global South

BRIEF: Pro-Kremlin messaging in the Global South

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BRIEF: Pro-Kremlin messaging in the Global South

Detector Media • April 28, 2023

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Study specifics: Detector Media analyzed messages from pro-Kremlin sources targeting the Global South.

Definition: Global South includes low- or middle-income countries in Asia, Africa, Latin America, and the Caribbean.

Methodology: Daily monitoring of media coverage in 36 countries; using machine learning and computer data processing tools for categorizing news stories. The sample includes 11 countries in Asia, Africa, and South America.

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On this page
  • BRIEF: Pro-Kremlin messaging in the Global South
  • Summary
  • Messaging
  • Media environment by country
  • Source

Summary

Hostility towards NATO, the U.S., and international creditors, combined with the perception of Russia as a superpower, create a favorable environment for pro-Russian messages in local media. Negative characterizations of Ukraine and Ukrainians spread across the analyzed countries, including accusations of corruption, adherence to Nazi ideology, and being a puppet of the West.

Messaging

Media in the global south portrays Ukraine as a puppet of the West and a victim of a proxy war. At the same time, outlets highlight corruption in Ukraine to discourage military and financial aid.

  • Criticism of Ukraine's aspirations to join NATO and the EU centers on potential damage to these organizations. Similar messaging about Ukrainian refugees portrayed them as a burden on Europe.
  • Sanctions are portrayed as harmful to everyone but Russia.
  • The media frequently discuss Russia’s involvement in sports competitions like the 2024 Olympics. This suggests Russia may be concerned about losing that ability.
  • Content portrays Ukraine as not wanting peace. This may help shift blame.
  • Conspiracy theories may be helping to foster distrust toward Ukraine. Examples include false claims about money laundering or that the President has fled.
  • Russia likely aims to erode the legitimacy of Ukrainian statehood and trust in its political institutions, according to media research organization Detector Media.
  • Russia appears to have an “upper hand” in casting the war as unwinnable for Ukraine in the Global South. Similar messaging has targeted Ukraine recently.

Media environment by country

  • Brazil: Neutral position, impacted economy due to sanctions, local media blames Ukraine's unwillingness to make peace.
  • Ghana: Occasional appearance of Russian narratives through quotes from Russian officials.
  • Egypt: Pro-Russian discourse is more powerful, emphasizing sanctions-hit economy stability and Russian army successes.
  • India: Neutral stance, maintains relations with the West while cooperating with Russia for economic benefits.
  • Indonesia: Neutral stance, discussions on intensifying assistance to Ukraine, and promotion of Zelenskyy's peace formula.
  • Kazakhstan: Mixed messages, with significant Russian media references and anti-NATO, anti-Western messages.
  • Kenya: Balanced presentation of opinions, with Russian statements often refuted by Ukrainian and Western perspectives.
  • Nigeria: Media focuses on domestic security challenges and suggests the West's support for Ukraine exceeds that for Nigeria.
  • South Africa: Differentiation between the ruling party's position and opposition stance, naval exercises with Russia and China.
  • Turkey: Equal presence of pro-Russian and pro-Ukrainian messages, manipulative messages related to conflict escalation, and Russian successes.
  • Argentina: Strong anti-NATO stance, media portrays Ukraine as a Western puppet, conflict brings China and Russia closer, NATO as a lone player.

Source

Detector Media is a media watchdog for Ukrainian media. Their website was created and maintained with the financial support of the European Union.

War and The Battle of Narratives: Understanding Russian Propaganda in the Media Landscape of the Global South

To identify the primary Russian narratives and showcase the diverse attitudes toward the war against Ukraine, we conducted a media analysis of 11 countries in the Global South.

en.detector.media

War and The Battle of Narratives: Understanding Russian Propaganda in the Media Landscape of the Global South

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