PROPAGANDA METHODS IN THE RUSSIAN-UKRAINIAN WAR VIA TELEGRAM CHANNELS.

Abstract

   This analytical study examined the propaganda content disseminated via two Telegram channels affiliated with the Ukrainian and Russian sides during the ongoing conflict. The Ukrainian channel “Ukraine Now” (Україна сейчас) and the Russian channel (война|жесть|СВО +18) were selected as samples for the study. The research employed a mixed-methods approach, utilizing both quantitative and qualitative content analysis of textual and visual materials (including images and videos) over a defined period of time.

The findings revealed a divergence in propaganda strategies between the two channels. The Ukrainian channel primarily emphasized national solidarity, international public opinion influence, satire, motivational content, human-interest stories, and audience engagement. Conversely, the Russian channel adopted an emotionally driven approach, characterized by the dissemination of raw battlefield footage, defamation of opposing figures and entities, and highlighting significant Ukrainian casualties. Interaction metrics—such as views, shares, and comments—indicated widespread reach for both channels, with Russian Telegram channels significantly outperforming their Ukrainian counterparts in terms of engagement. The study highlighted how both parties leveraged Telegram’s unique features—such as content virality and speed of dissemination—to propagate conflicting narratives. Furthermore, the analysis demonstrated clear differences in the persuasive techniques employed to influence both domestic and international public opinion.

The results underscored Telegram’s transformation into a central arena for information warfare, with each channel effectively reinforcing its respective official narrative by exploiting the platform's digital affordances. The study also shed light on the contrasting propaganda methods adopted by the two sides and how these methods were tailored to their target audiences.

Ultimately, the research concluded that Telegram has emerged as a decisive tool in the orchestration of modern media conflict, transcending geographical boundaries through its technical capabilities. Additionally, it proposed a new analytical framework for understanding the mechanisms of digital information warfare in contemporary conflicts.