War propaganda has never been as easily accessible, as fast, and as present as today. Unlike in the past, where censorship and physical distance could limit the dissemination of information, digital technology has erased borders and anyone with an internet connection now has access to a global megaphone. This new environment is now creating a new way for nations, non-state actors, and even individuals to participate in conflict. Whereby platforms such as TikTok, YouTube, and Telegram can be used as unparalleled weapons of persuasion.
At the center of modern war propaganda is the struggle for control over how it is portrayed, particularly in the media. Both governments and armed groups have recognized that shaping public perception is often just as important as victory on the ground. Russian state media, for example, utilize an entire ecosystem of television channels and social media channels to justify actions in conflicts – particularly in Ukraine – by portraying them as patriotic or humanitarian missions (Helmus & Holynska, 2024). These narratives are further reinforced by orchestrated disinformation campaigns, sometimes using fake videos or ‘bot armies’ that push certain hashtags. Such tactics aim not only to gain support within the country but also to create confusion among international audiences (Russische DesinformationskampagnenBundesregierung, 2022).
In Ukraine, a different, more hands-on approach has been chosen. Citizens and soldiers are posting real-time updates from the battlefield, sharing personal stories and the human cost of the conflict. The two purposes of these reports: are to boost support at home and to generate international empathy and aid. In this context, war propaganda becomes a community project rather than a top-down responsibility (Sk, 2024). Platforms such as Twitter (X), TikTok, and Instagram allow ordinary people (influencers) to share footage on the ground and shape narratives at the speed of a retweet, significantly influencing global sentiment.
One remarkable development is the weaponization of viral culture. Memes, for example, are not just trivial internet jokes but can become effective propaganda tools. A single meme can summarise a conflict by portraying one side as heroic and the other as villainous (Poepsel et al., 2024). This visual representation often resonates more than long-winded statements or official declarations. Experts point out that memes bypass traditional fact-checking and academic strictness and appeal directly to emotional responses. They can be spread quickly across language barriers and use humor and simplicity to anchor messages in the public’s consciousness.
However, the digital sphere offers more than just memes. Deepfake technology has become a new frontier of war propaganda. Videos that appear to show high-ranking leaders surrendering or making inflammatory claims can spread quickly before they are exposed. Which can lead to momentary chaos. Although fact-checkers often quickly disprove these clips, the remaining doubt destabilizes any agreement about what is true (Kleemann, n.d.). This atmosphere of uncertainty benefits those who profit from the confusion and makes it increasingly difficult for observers especially those without advanced media literacy, to distinguish truth from fake.
Another influential aspect of modern war propaganda is the role of diaspora communities. Digital networking allows people far from the conflict zone to share and strengthen their views from home. People living abroad can become vocal supporters or critics, organizing international protests or fundraising campaigns. Likewise, state-sponsored campaigns can also target these diaspora communities to influence their views and secure their financial or political support. The result is a highly networked environment in which propaganda easily crosses national borders and can continue to be influential. Media literacy therefore becomes an important tool of defense against war propaganda. Educational initiatives can teach citizens how to evaluate sources, cross-check information, and recognize manipulative content (Bildung, 2022). Numerous NGOs and fact-checking organizations are struggling to keep up with the flood of tweets, videos, and articles being produced in real-time in conflict zones. Although these organizations play an important role, their work can be overshadowed by the sheer volume and spread of misleading information.
Ultimately, war propaganda in the digital age is about more than controlling a single narrative; it is about fragmenting information environments so that multiple competing stories coexist. This fragmented reality complicates attempts at diplomacy and can prolong conflicts, as neither side has a single point of reference for negotiations. For the global public, the flood of competing claims can lead to a sense of cynicism or overwhelm, making it tempting to withdraw altogether. While technology has democratized the distribution of information, it has also multiplied the opportunities for propaganda. States and other organizations involved can adapt quickly to this new environment and with that influence minds and hearts more effectively than ever. Navigating this information battlefield requires alertness, nuanced judgment, and a global commitment to transparency so that truth does not become another casualty of war.
Sources:
Russische DesinformationskampagnenBundesregierung. (2022c, August 30). Die Bundesregierung Informiert | Startseite. https://www.bundesregierung.de/breg-de/aktuelles/aus-narrativen-desinformation-2080112?
Helmus, T. C., & Holynska, K. (2024, September 3). Ukrainian Resistance to Russian disinformation: lessons for future conflict. RAND. https://www.rand.org/pubs/research_reports/RRA2771-1.html?
Sk. (2024, February 2). Russia-Ukraine War through the eyes of social media | GJIA. Georgetown Journal of International Affairs. https://gjia.georgetown.edu/2024/02/02/russia-ukraine-through-the-eyes-of-social-media/
Poepsel, M. A., Malo, A., Obuekwe, C., Wilhelm, M., Góngora, V. P., & Daiber, D. (2024). “Tears have never won anyone freedom:” a multimodal discourse analysis of Ukraine’s use of memes in a propaganda war of global scale. Online Media and Global Communication, 3(1), 55–81. https://doi.org/10.1515/omgc-2023-0050
Kleemann, A. (n.d.). Deepfakes – Wenn wir unseren Augen und Ohren nicht mehr trauen können. Stiftung Wissenschaft Und Politik (SWP). https://www.swp-berlin.org/publikation/deepfakes-wenn-wir-unseren-augen-und-ohren-nicht-mehr-trauen-koennen
Bildung, B. F. P. (2022, January 26). Kritische Medienkompetenz als Säule demokratischer Resilienz in Zeiten von “Fake News” und Online-Desinformation. bpb.de. https://www.bpb.de/themen/medien-journalismus/digitale-desinformation/290527/kritische-medienkompetenz-als-saeule-demokratischer-resilienz-in-zeiten-von-fake-news-und-online-desinformation/
