Is Russia Secretly Winning Over the World Beyond the West?

In recent years, the expansion of Russian state media, particularly RT and Sputnik, has raised concerns about the influence of disinformation in global news. Following the invasion of Ukraine, many Western countries imposed bans on these channels, leading to their increased presence in regions like Africa and Latin America. This shift highlights the complex dynamics of media power in a changing world order.

Last updated: 12 October 2023 (BST)

Key Takeaways

• RT and Sputnik have expanded their international reach, especially in Africa and Latin America.
• Western bans on RT have coincided with a decrease in local media presence in these regions.
• Russian state media tailors its content to resonate with specific cultural and ideological sentiments.
• Many audiences outside the West perceive RT as a legitimate news source, despite its bias.
• Disinformation from these channels poses risks to democratic values and global stability.

The Emergence of RT: A Global Perspective

In June 2023, Javier Gallardo's morning routine was disrupted when he tuned into what he expected to be a classical music programme, only to find a war report broadcast by RT, a Russian state-backed channel. This unexpected shift left him confused, illustrating a growing trend as RT expands its audience beyond its traditional borders.

Originally known as Russia Today, RT has become synonymous with state-sponsored disinformation, particularly following the full-scale invasion of Ukraine, which began in February 2022. In response to the invasion, countries like the US, UK, Canada, and EU member states enacted sweeping bans on RT, aiming to curtail the spread of false narratives about the conflict. Yet, while RT faced restrictions in the West, it embraced opportunities elsewhere, broadening its reach across Africa, the Middle East, and Latin America.

RT's Strategic Expansion and Influence

Over the past few years, RT and its affiliated news agency Sputnik have made significant inroads into international markets. As of 2023, RT has established bureaux in Algeria and announced plans for an office in India, alongside a new TV service in Serbian. This global outreach comes at a time when many Western media outlets are retracting their presence due to budget cuts and shifting foreign policy priorities. For instance, the BBC closed its Arabic radio service, creating a void that RT has sought to fill with its 24-hour service in Lebanon.

Dr Kathryn Stoner, a political scientist at Stanford University, aptly describes Russia's media strategy: "Russia is like water: where there are cracks in the cement, it trickles in." This metaphor highlights the vulnerabilities in Western media presence that RT is capitalising on, particularly in regions where anti-Western sentiment may already exist.

Understanding RT's Appeal

One of the most striking aspects of RT's international presence is how it is perceived differently across various regions. In the West, it is often dismissed as a purveyor of disinformation, while in places like Latin America and Africa, it is viewed as a legitimate news source. This disparity is partly due to the way RT curates its content, tailoring narratives to resonate with local audiences.

For example, in the Middle East, RT's Arabic channel focuses on the Israel-Gaza conflict, appealing to pro-Palestinian sentiments. In Latin America, it offers free international news in Spanish, filling a gap left by more traditional outlets. This strategy has raised concerns about the potential for RT to influence public opinion and reshape narratives about global events.

The Role of Disinformation and Its Consequences

RT's programming often includes coverage that aligns with Russian state interests, such as portraying Russia's annexation of Crimea as a peaceful reunification and denying military involvement in Ukraine. Such narratives can exploit existing biases and reinforce anti-Western sentiments among audiences. Research conducted between 2017 and 2019 revealed that RT prioritised certain topics, such as social unrest in Europe, while downplaying negative portrayals of Russia.

Dr Precious Chatterje-Doody, who co-authored a study on RT's coverage, suggests that while audiences may recognise bias, they often lack the tools to critically assess the information presented. This oversight can lead to a misunderstanding of the underlying motivations behind RT's narratives, making viewers susceptible to manipulation.

The Impact of Russian State Media in Africa

Recent reports indicate that RT's most significant expansion has been in Africa. The launch of a new editorial centre for Sputnik in Ethiopia exemplifies this trend. Russia's efforts to strengthen ties with African nations often draw on historical anti-colonial sentiments, making it easier for RT to establish a foothold.

As Dr Chaguaceda points out, RT's success in Africa is partly due to its tailored approach, which resonates with local audiences who may view Russia as an ally against Western imperialism. The Russian government has redirected funding away from Western projects to bolster its media presence in Africa, further complicating the media landscape.

Challenges in Measuring Influence

Estimating the true impact of Russian state media is fraught with challenges. RT claims to reach over 900 million viewers in more than 100 countries, a figure that many experts deem inflated. Dr Rasmus Kleis Nielsen from the University of Copenhagen cautions against taking such numbers at face value, as they can be easily manipulated. Instead, the focus should be on the qualitative impact of RT's messaging and its ability to shape public opinion.

The case of Africa's Sahel region illustrates this point. Despite significant military involvement, Russia has faced relatively little public resistance, indicating that its narratives may be resonating with local populations. Moreover, Russia's justification for its invasion of Ukraine, framed as a response to NATO's expansion, has found traction in parts of the Global South, where leaders have been hesitant to condemn the Kremlin's actions.

What Lies Ahead? The Future of Global Media

As the world grapples with the implications of Russian state media's expansion, the question remains: what is Russia's endgame? Dr Crilley suggests that the Kremlin aims to reduce its isolation on the global stage by positioning itself as a defender of the Global South against Western aggression. This narrative could potentially normalise Russia's actions in Ukraine while undermining the values of liberal democracy.

In this shifting landscape, experts like Prof Hutchings warn that the West may be losing ground to Russian influence by cutting funding for international media initiatives. He emphasizes the importance of maintaining a robust media presence to counter disinformation and uphold democratic values.

FAQs

What is RT?

RT, formerly known as Russia Today, is a state-funded international news network that has been accused of spreading disinformation and promoting Russian government narratives.

Why has RT expanded its presence in Africa and Latin America?

RT has expanded in these regions by filling gaps left by traditional media, capitalising on existing anti-Western sentiments, and offering content in local languages.

What impact does Russian state media have on global perceptions of the Ukraine war?

Russian state media often presents narratives that frame Russia's actions as defensive, which can influence public opinion in regions sympathetic to anti-Western sentiment.

How do audiences perceive RT?

While many Western audiences view RT as biased, some international audiences see it as a legitimate news source, highlighting the varying perceptions of its credibility across regions.

What are the risks of Russian disinformation?

Russian disinformation poses risks to democratic values by exploiting vulnerabilities in liberal democracies, normalising aggressive state actions, and shaping public opinion in favour of authoritarian narratives.

Conclusion

The increasing presence of Russian state media like RT and Sputnik in regions previously dominated by Western narratives presents a significant challenge to global media dynamics. As these channels continue to expand, they exploit existing sentiments and fill voids left by traditional outlets. While the full impact of this shift is yet to be determined, the implications for democracy and international relations are profound, signalling a need for vigilance in countering disinformation. How will the West respond to this evolving media landscape?

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