How Russia is quietly trying to win over the world beyond the West
In the early morning hours, Javier Gallardo, a truck driver in Chile, indulges in a routine of watching classical music on television. However, one fateful Monday in June, he was met with an unexpected war report on a channel he had never encountered before. After twenty minutes of confusion, he switched off the screen, only to discover that the foreign channel belonged to RT, a Russian state-backed news organization. This troubling incident has raised questions about media accountability as Telecanal, a local broadcaster, allegedly aired RT's content without any forewarning.
The implications are profound. Countries including the U.S., UK, and EU have slapped sanctions and restrictions on RT in response to its propagandistic portrayal of ongoing conflicts, particularly the war in Ukraine. In 2024, U.S. sanctions targeted key RT executives, with accusations of sowing distrust in democratic institutions, especially during the U.S. presidential election.
Despite these restrictive measures in the West, Russian media influence is proliferating globally. RT has set up new operations in Algeria, launched Serbian television services, and initiated journalist training programs targeting African, Asian, and Indian audiences. Concurrently, traditional Western media outlets, strained by budget cuts and shifting priorities, have been retreating from these regions, creating gaps that RT is eager to fill.
Experts point to a strategic play by Russia, capitalizing on sentiments of anti-imperialism in various regions. In countries with historical distrust of Western narratives, RT is often regarded as an authoritative source of information, tailored specifically to resonate with local audiences. This has disoriented viewers, making it challenging for them to discern misinformation, especially considering the extensive manipulations embedded in the narrative.
In examining their output, scholars have noted RT's selective reporting, often prioritizing narratives that align with its interests while omitting critical perspectives on Russian actions, such as the annexation of Crimea and alleged war crimes in Ukraine. The channel's calculated representation of events has attracted audiences that might not overtly subscribe to conspiracy theories but are influenced by its framing of global injustices.
Furthermore, the expansion of Russian media in Africa marks a significant shift. With historical anti-colonial sentiments, many Africans see Russia through a favorable lens, and Moscow is keenly aware of this. The launch of new editorial centers and expansions of language services, particularly in Ethiopia, exemplify Moscow's intent to solidify its presence and influence across the continent.
In the Middle East and Latin America, RT further adjusts its messaging to appeal to pro-Palestinian sentiments and to provide alternatives to mainstream narratives in Spanish. Its presence across Latin America, particularly in countries like Argentina and Venezuela, reflects an adaptive strategy to engage audiences through culturally relevant content.
Yet, understanding the true impact of RT’s global narratives is complicated. While RT claims an impressive viewership across numerous countries, experts criticize the definition of 'viewership' and caution against the inflated claims surrounding digital engagement metrics.
Ultimately, the ramifications of Russian media expansion pose a challenge to the existing global order. The Kremlin appears poised to leverage this disinformation campaign to reduce isolation while presenting itself as a champion of anti-Western ideology. Experts warn that as RT strengthens its foothold, the risk of normalizing Russia's aggressive military actions increases, complicating the landscape of global political discourse where democracy is valued.
In this climate of uncertainty around media integrity and influence, the concern remains palpable. Experts insist that the West must reassess its media strategies and funding to combat an enhanced Russian narrative that is asserting itself at the seams of global democracy.
