Description
The war in Ukraine has generated unprecedented global debate, much of it unfolding across digital platforms. While scholarly attention has largely focused on Russian state-sponsored propaganda and disinformation, a striking but underexplored phenomenon is the role of non-Russian voices – particularly Western bloggers and former military veterans – in actively supporting and amplifying Russia’s war effort online. These actors, often with significant followings on Twitter/X, YouTube, Telegram, and Substack, act as informal advocates of Russian narratives, blending personal authority with alternative media ecosystems. This project asks, why do these individuals support Russia, and how does Moscow’s soft power resonate with them? Drawing on digital ethnography, discourse and content analysis, and social network mapping, the study examines the ideological framings, lived experiences, and geopolitical imaginaries that underpin this support. It explores how admiration for Russian strength and order, resentment of perceived Western decline, and narratives of betrayal by political elites intersect with military and cultural identities. By situating these voices in wider currents of illiberal attraction and anti-establishment sentiment, the research challenges simplistic accounts of ‘brainwashing’ and highlights the agency of these actors in adapting and reframing Kremlin talking points. In doing so, the project contributes to debates on authoritarian soft power, transnational influence operations, and the porous boundaries between state-driven propaganda and grassroots digital activism. It raises important ethical considerations around researching politically sensitive online communities. Ultimately, the study sheds light on how Russia’s war is legitimised and sustained in Moscow, and in global digital publics far beyond Russia’s borders.
