Russia vs Ukraine: A Comparison of Communication Strategies and Techniques in the Information War

The ongoing war between Russia and Ukraine has been marked by a fierce information battle, in which both sides seek to influence public opinion and shape the narrative of the conflict. However, there are significant differences in the communication strategies and tactics employed by the two countries, reflecting their different objectives, capabilities, and challenges.

Russia’s communication strategy is based on what has been called “the firehose of falsehood” propaganda model, which relies on four distinctive features: high-volume and multichannel, rapid, continuous, and repetitive, lacks commitment to objective reality, and lacks commitment to consistency. Russia uses a variety of tools and channels to spread its messages, including state-controlled media outlets such as RT and Sputnik, proxy websites and social media accounts, cyberattacks and hack-and-leak operations, and conferences and events. Russia’s main goals are to undermine the legitimacy and sovereignty of Ukraine, to sow doubt and confusion among the international community, to erode trust in democratic institutions and values, and to portray itself as a victim of Western aggression and a defender of peace and stability.

Ukraine’s communication strategy is based on a more defensive and reactive approach, which aims to counter Russia’s disinformation and propaganda, to expose its aggression and violations of international law, to rally support from the international community, and to strengthen its own resilience and identity. Ukraine uses a combination of official statements and press releases, military and intelligence reports, news media and civil society outlets, and strategic communication campaigns. Ukraine’s main challenges are to cope with the overwhelming volume and speed of Russia’s information operations, to overcome the lack of resources and coordination, and to deal with the legacy of Soviet-era censorship and propaganda.

One of the key differences between the two countries’ communication strategies is the use of propaganda and disinformation techniques. Propaganda is defined as “the systematic propagation of information or ideas by an interested party, especially in a tendentious way, in order to encourage or instill a particular attitude or response”. Disinformation is defined as “false information that is intended to mislead, especially propaganda issued by a government organization to a rival power or the media”. While both propaganda and disinformation can be used for various purposes, such as persuasion, manipulation, deception, or distraction, they differ in the degree of falsity and intentionality involved.

Russia’s communication strategy relies heavily on propaganda and disinformation techniques, which are used to distort, exaggerate, fabricate, or omit facts, to appeal to emotions and prejudices, to create false or misleading narratives, and to discredit or attack opponents. Some of the common techniques used by Russia include:

• Cherry-picking: Selecting and presenting only the facts or evidence that support one’s position, while ignoring or suppressing those that contradict it. For example, Russia often highlights the alleged crimes and human rights violations committed by the Ukrainian government and its supporters, while downplaying or denying its own involvement and responsibility in the conflict.
• Whataboutism: Responding to an accusation or criticism by making a counter-accusation or pointing out a flaw or wrongdoing of the accuser or critic, regardless of its relevance or validity. For example, Russia often deflects the criticism of its annexation of Crimea or its support for the separatists in eastern Ukraine by bringing up the NATO bombing of Yugoslavia in 1999 or the US invasion of Iraq in 2003.
• False equivalence: Implying that two or more things are equal or comparable, when in fact they are not. For example, Russia often equates the Ukrainian government with the Nazi regime, or the Ukrainian army with the Islamic State, or the Maidan revolution with a coup d’état.
• False dilemma: Presenting a situation as having only two possible alternatives, when in fact there are more options or nuances. For example, Russia often portrays the conflict in Ukraine as a choice between joining Russia or becoming a puppet of the West, or between peace and war, or between stability and chaos.
• Straw man: Misrepresenting or distorting an opponent’s position or argument, in order to make it easier to attack or refute. For example, Russia often accuses Ukraine of being a fascist, nationalist, or neo-Nazi state, or of oppressing and killing its Russian-speaking minority, or of violating the Minsk agreements, when in fact these claims are either false or exaggerated.
• Ad hominem: Attacking or insulting an opponent’s character or personal traits, rather than addressing their arguments or evidence. For example, Russia often mocks or vilifies the Ukrainian leaders, such as President Zelenskyy, or former President Poroshenko, or former Prime Minister Yatsenyuk, or calls them names, such as puppets, clowns, or traitors.
• Appeal to authority: Invoking the opinion or endorsement of a person or institution that is perceived as credible or authoritative, regardless of their actual expertise or relevance. For example, Russia often cites the opinions or statements of former or current politicians, experts, journalists, or celebrities from other countries, who support or echo its position, or who criticize or question Ukraine’s position.
• Appeal to emotion: Using emotional or affective language, images, or sounds, to elicit a desired emotional response from the audience, such as fear, anger, pity, or pride. For example, Russia often uses graphic or dramatic footage, music, or slogans, to evoke sympathy for the victims of the conflict, or to incite hatred or resentment against the perpetrators, or to inspire loyalty or patriotism for the Russian cause.

Ukraine’s communication strategy relies less on propaganda and disinformation techniques, and more on factual and evidence-based reporting and analysis, which are used to inform, educate, or persuade the audience, to expose or refute Russia’s lies and manipulations, to present or defend Ukraine’s position and interests, and to appeal to international norms and values. Some of the common techniques used by Ukraine include:

• Fact-checking: Verifying and validating the accuracy and reliability of information or claims, by using multiple and independent sources, methods, or criteria. For example, Ukraine often checks and corrects the false or misleading information or claims made by Russia or its proxies, by using official documents, satellite images, eyewitness accounts, or expert opinions.
• Counter-narrative: Providing an alternative or competing explanation or interpretation of a situation or event, that challenges or contradicts the dominant or prevailing narrative. For example, Ukraine often provides its own perspective or version of the conflict, that counters or rejects Russia’s narrative, by highlighting the historical, legal, or moral aspects of the issue, or by emphasizing the human, social, or economic consequences of the war.
• Framing: Selecting and emphasizing certain aspects or elements of a situation or event, while de-emphasizing or omitting others, in order to influence how the audience perceives or understands it. For example, Ukraine often frames the conflict as a matter of national sovereignty and territorial integrity, or as a part of a broader struggle for democracy and freedom, or as a threat to European security and stability.
• Messaging: Communicating a clear and consistent set of ideas or values, that express one’s position or goals, and that resonate with or appeal to the audience. For example, Ukraine often communicates messages that reflect its identity and aspirations, such as “Ukraine is Europe”, or “Glory to Ukraine, glory to the heroes”, or “United we stand, divided we fall”.
• Storytelling: Using narratives or stories, that feature characters, plots, and themes, to convey a message or a lesson, or to engage or entertain the audience. For example, Ukraine often uses stories that feature real or fictional people, events, or situations, that illustrate or exemplify its challenges or achievements, or that inspire or motivate its supporters, or that humanize or personalize the conflict.
• Dialogue: Engaging in a constructive and respectful exchange of views or opinions, with the aim of reaching a mutual understanding or agreement, or of resolving a conflict or a problem. For example, Ukraine often engages in dialogue with its allies and partners, or with international organizations, or with civil society groups, or with the media, or with the public, to explain or justify its actions or policies, or to seek or offer support or cooperation, or to address or respond to concerns or questions.