Propaganda techniques
The manipulation tactics we scan every message for.
Our analysis is built on the 18 techniques of San Martino et al. (2019, arXiv:1910.02517) — a standard in propaganda-detection research that continues the tradition of Clyde Miller’s seven classic devices (1939). The examples below are real, verbatim quotes from official Kremlin and Russian Foreign Ministry statements.
- 01
Loaded Language
Words chosen for their strong emotional charge to sway the audience rather than inform it.
«…his [Zelensky’s] unhealthy ambitions, which have been fostered by Western handlers…»
— Briefing by Foreign Ministry Spokeswoman Maria Zakharova, Moscow, December 25, 2024 - 02
Name Calling or Labeling
Attaching a label the audience already loves or hates, so the label does the arguing.
«…Zelensky’s criminal illegitimate regime…»
— Vladimir Putin, Results of the Year, Moscow, December 19, 2024 - 03
Repetition
Repeating the same message until familiarity is mistaken for truth.
«…it is unacceptable for Ukraine to have a commander-in-chief who is addicted to drugs.»
— Briefing by Foreign Ministry Spokeswoman Maria Zakharova, Moscow, December 15, 2022 (citing Petr Poroshenko) «…it is foolish to support a Nazi regime headed by drug addicts…»
— Remarks by Foreign Minister Sergey Lavrov, Dhaka, September 8, 2023 «His [Zelensky’s] drug dependency has become quite apparent…»
— Briefing by Foreign Ministry Spokeswoman Maria Zakharova, Moscow, December 25, 2024 The same smear, repeated by different senior officials year after year.
- 04
Exaggeration or Minimisation
Blowing something out of proportion — or playing it down — to distort its real weight.
«It would take more than a billion years to thoroughly study the subject he wants to cancel.»
— Briefing by Foreign Ministry Spokeswoman Maria Zakharova, Moscow, April 6, 2022 (responding to Poland’s culture minister) - 05
Doubt
Undermining the credibility of a person, institution or fact without disproving it.
«Is he speaking for the Ukrainian people? Not at all, he speaks for whoever pays him.»
— Briefing by Foreign Ministry Spokeswoman Maria Zakharova, Moscow, December 15, 2022 - 06
Appeal to Fear / Prejudice
Building support for an idea by stoking fear of the alternative.
«However, Russia cannot feel safe, develop, and exist while facing a permanent threat from the territory of today’s Ukraine.»
— Vladimir Putin, Address by the President of the Russian Federation, Moscow, February 24, 2022 - 07
Flag-Waving
Justifying an idea by playing on the pride or identity of a group (nation, faith, etc.).
«I believe in your support and the invincible force rooted in the love for our Fatherland.»
— Vladimir Putin, Address by the President of the Russian Federation, Moscow, February 24, 2022 - 08
Causal Oversimplification
Blaming a complex outcome on a single cause when several are at play.
«The criminal government of Ukraine alone is responsible for inevitable civilian victims.»
— Briefing by Foreign Ministry Spokeswoman Maria Zakharova, Moscow, April 6, 2022 - 09
Slogans
A short, striking phrase that compresses a claim into something memorable and hard to question.
«The “empire of lies,” which I mentioned in the beginning of my speech, proceeds in its policy primarily from rough, direct force.»
— Vladimir Putin, Address by the President of the Russian Federation, Moscow, February 24, 2022 - 11
Black-and-White Fallacy / Dictatorship
Presenting only two options when more exist — sometimes only one “acceptable” choice.
«They left us no choice other than to ensure our security through a special military operation.»
— Remarks by Foreign Minister Sergey Lavrov, Dhaka, September 8, 2023 - 12
Thought-Terminating Clichés
A stock phrase that shuts down further thought or debate.
«So many men, so many minds.»
— Briefing by Foreign Ministry Spokeswoman Maria Zakharova, Moscow, April 6, 2022 - 13
Whataboutism
Deflecting criticism by accusing the accuser of hypocrisy instead of answering it.
«In Kosovo, there was no referendum or hostilities. Serbia did not attack the Albanians. There was a mediator, and the situation was calm, no violence. All of a sudden, they said they were tired of negotiations and declared independence. They were recognised as an independent nation.»
— Remarks by Foreign Minister Sergey Lavrov, Dhaka, September 8, 2023 (defending Crimea’s referendum by pointing to Western-recognised Kosovo) - 14
Reductio ad Hitlerum
Rejecting an idea by tying it to a group the audience despises.
«Hitler used to burn books, while his followers [in Ukraine] destroy them by other methods.»
— Remarks by Foreign Minister Sergey Lavrov, Dhaka, September 8, 2023 - 15
Red Herring
Introducing irrelevant material to divert attention from the real issue.
«They even banned cookbooks. Why? Because they did not want to share the borsch beetroot soup with anyone.»
— Briefing by Foreign Ministry Spokeswoman Maria Zakharova, Moscow, April 6, 2022 - 16
Bandwagon
Urging the audience to join in because “everyone else already has.”
«Ordinary Italians, including independent journalists, international law experts, representatives of the academic community, businesspeople, cultural workers and public activists, have sent hundreds of letters to President of the Russian Federation Vladimir Putin.»
— Briefing by Foreign Ministry Spokeswoman Maria Zakharova, Moscow, April 6, 2022 - 17
Obfuscation / Intentional Vagueness
Using deliberately unclear wording so the audience fills in the intended meaning.
«…committed by forces which have broken off from President Zelensky’s control, or that he never controlled.»
— Briefing by Foreign Ministry Spokeswoman Maria Zakharova, Moscow, April 6, 2022 - 18
Straw Man
Replacing an opponent's position with a weaker one, then refuting that instead.
«When they talk about democracy, the Westerners mean that their system, authority and state organisation are ideal and so everyone else should take them as a model.»
— Remarks by Foreign Minister Sergey Lavrov, Dhaka, September 8, 2023