Abstract Book of the 5th World Conference on Media and Communication
Year: 2025
DOI:
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The Memes as an Instrument of Propaganda in Russian-Language Social Media
Nikita Nalivko
ABSTRACT:
Memes, as hybrid forms of communication that combine entertainment, education, and manipulation, play an increasingly significant role in contemporary propaganda. This study examines the use of memes in Russian-language social media as tools for shaping political and social narratives within the context of disinformation and authoritarian control. Drawing on materials from platforms such as Telegram, VK (VKontakte), and TikTok, as well as reports from organizations like Bellingcat and EUvsDisinfo, the research identifies the ways memes are used to demonize enemies (e.g., Ukraine and the West), polarize society, and legitimize power. The findings highlight the dominance of emotionally charged messaging, including humor and aggression, which manipulate public opinion and reinforce political cohesion among targeted groups. Additionally, the study explores the mechanisms driving the virality of memes, such as the role of bots and propaganda networks in amplifying their reach and impact. A critical discourse analysis and visual analysis were employed to identify prevailing narratives, including conspiracy theories and demonization. This research underscores the importance of memes in Russia’s information warfare strategy and emphasizes the need to develop effective countermeasures, including media literacy and digital propaganda monitoring.
keywords: disinformation, emotional narratives, virality, information warfare, Ukraine, Russian Federation