Impact of Russian State-Backed Media Outlets on Global Trust and Perception
In the lead-up to the 2024 elections, the Biden administration has intensified its efforts to combat Russian information operations that aim to influence global trust and perception. One of the key targets of these measures has been RT, a Russian state-backed news network formerly known as Russia Today. The Department of Justice recently unsealed an indictment against two employees of RT, alleging their involvement in promoting content from right-wing influencers through a company called Tenet Media. Prosecutors claim that RT provided significant funding to Tenet, and its employees played a central role in editing, posting, and directing content. However, the individual influencers deny any knowledge of the company’s ties to Russia.
Following these developments, Meta announced a ban on RT and other media outlets supported by the Russian state on its platforms. Additionally, YouTube took action by removing over 230 channels with connections to Russian-backed media. These decisions came in response to the US State Department imposing sanctions on Russian state media for spreading disinformation about the war in Ukraine and supporting a crowdfunding effort for the Russian military’s invasion. Secretary of State Antony Blinken emphasized the insidious nature of Kremlin-backed media outlets, stating that they not only undermine democracy in the United States but also meddle in the affairs of countries worldwide.
The ban on RT and other Russian state media by Meta is seen as a significant blow to the dissemination of Russian propaganda, as these platforms have been core channels for spreading such content. Samuel Woolley, an associate professor and founder of the Propaganda Research Lab at the University of Pittsburgh, highlights the detrimental impact of Russian media manipulation on global perceptions and trust. While the sanctions and deplatforming efforts may curtail propaganda targeting the US, experts caution that Russian state media’s reach remains extensive, especially in regions like Africa and Latin America.
RT has garnered a significant following in parts of the world outside the US, particularly in Africa and Latin America, where Spanish-language speakers form its largest market after Russia. The network has established a robust presence through investments in traditional television infrastructure and offices in various locations globally. Despite facing restrictions in the US, RT continues to operate unhindered in these regions, offering services in multiple languages, including French, German, and Arabic.
Global Reach of Russian State Media
In Latin America alone, RT’s channels operate round the clock and reported 18 million viewers in 2018. African Stream, another Russian state-backed outlet identified by the State Department, also garnered a substantial following on YouTube before being removed from the platform. Woolley notes that Russian media’s success in these regions stems from its ability to engage with audiences in environments where competition for viewership is comparatively lower than in the US media landscape. Russian media’s emphasis on anti-colonial and anti-Western narratives resonates strongly in regions with a history of Western imperialism, shaping perceptions and influencing public opinion.
While the US also operates state-funded media abroad, such as Voice of America, the organization maintains a commitment to objective and independent reporting under the US International Broadcasting Act. Rubi Bledsoe, a research associate at the Center for Strategic and International Studies, highlights the covert dissemination of Russian propaganda through influencers and local publications with which it has cultivated relationships. By seeding stories in local media outlets and partnering with regional broadcasting corporations, Russian state media effectively amplifies its messaging to target specific populations in different regions.
Impact of Social Media Bans on Russian State Media
Despite facing bans on major social media platforms like Meta and YouTube, Russian state media continues to find alternative avenues for disseminating its content. While Meta’s ban dealt a significant blow to RT’s reach, the network has maintained a presence on platforms like Rumble, X, and VK, a Russian YouTube alternative. By leveraging these platforms and collaborating with local influencers, Russian media sustains its influence and narrative dissemination efforts on a global scale.
Bledsoe points out that the ban imposed by the US may inadvertently strengthen Russian media’s image in regions where it seeks to position itself as a trusted source of information. By promoting anti-imperialist narratives that critique Western powers, Russian media resonates with audiences who perceive the US as a dominant force in international affairs. This narrative alignment fosters a sense of solidarity among audiences who feel marginalized or disenfranchised by Western influence, further enhancing Russian media’s appeal in these regions.
In conclusion, the impact of Russian state-backed media outlets on global trust and perception is profound and multifaceted. Despite facing regulatory measures and bans on major social media platforms, Russian media continues to wield influence through alternative channels and strategic partnerships. As the battle for information supremacy intensifies in the digital age, it is crucial for governments and tech companies to remain vigilant against the spread of disinformation and propaganda orchestrated by state-backed media entities. By understanding the tactics and strategies employed by Russian media, stakeholders can work towards safeguarding global trust and preserving the integrity of information ecosystems.
