Just as the Vietnam War is remembered as the ‘first television war’, the war in Ukraine may become known as the ‘first social media war’. Conflicts in the information age have been amplified online, with cyberspace presenting a new battlefield; the Israeli-Palestinian conflict has sparked deep divisions online, for example. However, the invasion of Ukraine is unique in its digital scale and mobilisation, all made possible through the world’s most pervasive weapon – the smartphone. This new digital battleground has been comprehensive in scope – influencing the build-up to the invasion, tactics on the ground, and the actions of the many external actors. These effects are felt across the globe, all whilst setting an entirely new precedent for information conflict across the world.
Understandably, Ukraine is on the front cover of every major newspaper, plastered across television screens, and filling social media feeds. The public outcry has been colossal, and the Western response has been significantly worse than the slap on the wrist Russia, and Putin, were anticipating – or used to. Almost instantaneously, the long-term success of Russian hybrid warfare in eroding the unity of the Western International Order has been utterly curtailed. This ‘hybrid warfare’ strategy transcends passed the traditional conception of war we are used to. It involves assaulting political institutions with election meddling, spreading rampant disinformation online, initiating cyberattacks, and so forth.
Russian hybrid warfare has been slowly infiltrating nation-states for decades, achieving unprecedented success in whittling away the coherence of NATO, simultaneously fracturing public debate throughout the Western world. The Brexit referendum and Donald Trump’s election to President were two key examples of this, with the divisive discourse, seen throughout both campaigns, being spurred on by Russian actors. Regardless of your opinion towards either event, a weakened EU and a NATO-sceptic President was, from a Kremlin-leaning perspective, a positive development in the state of the world. These developments marked an increasingly divided Western order, both internally and externally. Combined with Western Europe’s, especially Germany’s, addiction to Russian gas, engrained dodgy investment in “Londongrad” alongside the ruling Tory party, and the weak commitments to military spending throughout much of European NATO, it seemed Western leaders had little appetite to reverse this trend. Huge events across the last decade highlighted Russia’s contempt for territorial sovereignty, and were met with a meagre international response; Ukraine saw Crimea seized, and Salisbury saw chemical attacks on its streets. Although the West has condemned and punished these moves, the invasion of Ukraine crossed an irreversible line that truly confirms what many commentators have proclaimed for years – Putin’s Russia is willing to go to any length to secure its long-term goal; the protection of the Russian heartland.
Russia is a disinformation superpower. It has been able to manipulate foreign actors and publics exceptionally well for years, using hybrid warfare against the West. The primary objective: undermine and fragment the contemporary Western order, sowing division within and between nations. Russian trolls and bots, nefarious computer programmes, have played a pivotal role in the election of a U.S President, the Brexit referendum, and the fostering of anti-vaccine sentiments. Great debate can be made surrounding whether these generation-defining events would have occurred without Russian support, but they certainly did not hinder the chances of these events from occurring. Russian public diplomacy has been dominated by attempting to sow Western division- highlighting internal domestic issues to foster introspective Western policy, whittling away the coherent external perspective that NATO took during the Cold War. This has been the primary focus of Russia, seeking a multipolar international order.
This is not their singular objective, however- they have invested great resources in promoting a more positive international view of Russia, or at the minimum, sowing doubt into foreign publics over the Western narrative of Russia. Their armies of trolls and bots spread misinformation and inflammatory rhetoric to distract, downplay and gaslight the global community from Russian wrongdoing. Agreeing with Russia is not their realistic aim- it is persuading foreign publics that “both sides are bad”. This occurs from both official channels, as well as state-sponsored private accounts.

The weeks and months prior to the invasion of Ukraine were wrought with misinformation, in an overarching Russian tactic to make accurate predictions extremely difficult, alongside stirring confusion and doubt in foreign publics. Throughout the build-up of Russian forces on the Ukrainian border, Russia proclaimed they were only engaging in military war games, similarly claiming they were pulling back their forces even when the West announced invasion was imminent. Russia put great focus on spreading disinformation throughout cyberspace, using misleading, and often inflammatory, rhetoric to downplay Russian wrongdoing, gaslighting the global community. In this build-up, I traipsed through Twitter threads, ‘live-threads’ on Reddit, and Facebook posts, discovering countless comments mocking the West for believing in imminent Russian invasion. Many claimed that Western imperialism would make it justified even if it did happen, with further comments filling the discourse around the war with hateful vitriol and divisive discussion.
Russia’s diversionary tactics have been strikingly successful across Western nations, and this is encapsulated in the United States. Republicans and conservatives have traditionally taken hard-line, anti-Russian stances, particularly during the Cold War. This has changed to a degree, with popular Fox News pundits, like Candace Owens and Tucker Carlson, taking Russian-favouring stances dominated by ‘what-aboutism’ and a hyper-fixated view on American politics instead of taking a more global outlook. Just two days before the invasion, Candace Owens retweeted Mike Cenovich’s tweet implying Canadian PM Justin Trudeau was acting more like a dictator than Putin due to his actions surrounding the ‘Freedom Convoy’, as well as blaming NATO for taking the aggressive move of allowing sovereign countries to join a defensive alliance. Meanwhile, Tucker Carlson called Ukraine a “client state for the State Department”, and called aid to Ukraine “adventurism in Eastern Europe”. Narratives like this were echoed across my Facebook feed, littered with posts calling Biden an “idiot” for thinking Russia was about to invade Ukraine.
Heading into Russian spaces on the internet only intensifies this form of discourse; trips to the ‘subreddit’ /r/Russia on the social media platform Reddit grants a peek into the parallel Russian universe. Traditional propaganda is obvious and well-recognized throughout the drip-fed, state-sanctioned narratives echoed throughout Russian television. But an exploration into Russian propaganda, disguised as organic, on spheres of the internet, exposes that Russian spin has a much deeper grasp on their internal discourse. The subreddit of /r/Russia reveals a cyberspace littered with posts, memes, and comments pushing the alternate reality touted by the Kremlin. Posts proclaim the Ukrainian army as fascists, while the subreddit moderators ‘tag’ posts with labels like “RUSSIA WILL F**K THEM” as they compare Ukrainian children to the Hitler Youth. Tags proudly declare “CRIMEA IS OURS”, giving little regard for Ukrainian territorial sovereignty. Across TikTok, Russian influencers eerily read the same script to their followers, echoing false government claims of a Ukrainian orchestrated genocide in the Donbas. Reading comments under these posts highlights significant levels of ‘what-aboutism’, arguing about Western hypocrisy with limited critical inspection of Russian actions in Ukraine. While I would be the first to criticize much about the Western international order, as well as the actions of states like the UK and the US, these criticisms become hollow when they blindly skip around bombed maternity wards, the butchering of Bucha, and a host of other war crimes which have occurred in Ukraine under a Russian flag.

However, despite this mounting Russian pressure, Putin’s great disinformation machine is losing the information campaign abroad, in a catastrophic fashion. The Kremlin deeply underestimated the modern ability to rally international outcry, spreading war information and propaganda in real-time through the use of smartphones.
On the morning commute, Western audiences are exposed to videos of Ukrainians run over by Russian tanks. As they eat in the break room they’re shown reporters being ambushed by Russian death squads. Scrolling through social media on their couches at home, they can see the countless harrowing accounts of fleeing Ukrainians. It is hard for any audience to see the harsh realities of war, daily, and remain sympathetic to the Russian narrative of a ‘Special Military Operation’.
Conversely, the Ukrainian state and people have utilised digital media extremely effectively in amplifying its message to the West. President Zelensky has become an international icon, transmitting video messages to a global audience regularly, providing a charismatic and sympathetic image that embodies the Ukrainian people. These messages simultaneously platform Russian war crimes and immorality, which seem all the more illegitimate as he films himself standing in a bombed-out Kyiv. He is even able to communicate directly with the Russian people, in a way never before possible- giving a virtual speech directly to the Russian public in an effort to push back against their internal propaganda.
Where propaganda in past wars has been restricted to pamphlets and posters, this war marks a clear shift toward online propaganda campaigns, with Tik-Toks, memes, and unconfirmed stories dominating the information war. Internet propaganda can be seen in the urban myths of ‘the Ghost of Kyiv’, videos of civilians crafting Molotov cocktails on an industrial scale, and dramatic pictures of Ukrainians building ram-shackle walls of snow and ice to slow Russian convoys. While there has been a great emphasis on heroic-oriented propaganda in Ukraine’s favour, there has been a notable shift toward increasingly anti-Russian propaganda – such as this popular post proclaiming all Russians as responsible for the horrific scenes in Bucha and condemning any non-protester in Russia as complicit. This marks a worrying trend of dehumanization of Russian people, though the anger and disgust behind the sentiment are arguably justified. It serves to pose a great example of how the invasion has obliterated Russian-leaning sentiment, common in Ukraine prior to the 24th of February.

The digital sphere has not just been used for fighting the information war however, it has been used extremely effectively to fight the physical war itself. It proves especially effective with morale both at home and abroad, as well as providing vital information to the public. Tiktoks are being made in Ukraine for example on how to steal Russian tanks, while the Ukrainian Ministry of Defence distributes virtual graphics on how to make Molotov cocktails, with the vulnerable points of Russian tanks that Ukrainians should aim for.
The brutal, calculated revelation of landmines was that they did not typically kill- they maimed. Soldiers who stood on a landmine would be brought back home and act as a permanent reminder of the cost of war, hurting the morale of their friends and family, while tying down costs and expenses in healthcare and lost manpower. Phones and social media offer a revelation similar to this one. Mothers at home can now excitedly press ‘accept’ on a call from their son, only to find out their son is now a prisoner of war, being forced to call from an unknown position and completely at the mercy of their capturers. You can see videos of several instances of this occurring – with Ukrainians forcing captured Russians to call their family members and inform them that, whilst they are alive, they are captured and in Ukraine. In several of these, the parents thought they were only in a training exercise due to the official Russian stance at that time. This has the potential to be a huge influence on morale in the future, posing a grim potential of facetiming family members, only to witness them getting tortured or executed.
Smartphones further offer the potential to document actions and events which never could have been proven otherwise, such as the horrific scenes from Bucha and across much of Ukraine. Intercepted phone calls and voicemails from Russian soldiers have been revealed, providing evidence of war crimes such as soldiers going on a “children safari”, as well as allowing an insight into the morale and logistics of the invaders. The level of intelligence allowed by smartphones, therefore, is massive, though it also presents the potential of propaganda or counterintelligence with fake calls- as none of these can truly be confirmed. This grand potential was hinted at during the invasion of Crimea, when Russians were proved to be in Ukrainian territory due to geocaching from their social media posts. The scale has only increased in this renewed invasion, with posted TikTok’s revealing the locations of military vehicles, potentially leading to the shelling of key positions. In the blitz the British government mandated a blackout, relying on citizens to turn off their lights, now the Ukrainian government is mandating a social media blackout, relying on citizens to turn off their cameras when it comes to targets – even civilian ones.
So far the invasion of Ukraine has been exceptionally brutal and horrific. Social and digital media has been able to broadcast pain and suffering on a level unparalleled in previous conventional wars. It can be hard to read about the misery 16-year-old Katya is going through, and brutal to watch the heart-wrenching video diary of a young girl from Mariupol. Continuously scrolling through pictures and stories of death and torture, is not healthy or easy. However, it is important to be aware of the level of crimes the Russian government is carrying out in Ukraine- and demand that your government hold them as accountable as possible while remaining vigilant to propaganda.
There are a host of fantastic charities which are committing greatly to doing everything possible to assist the people of Ukraine, and I would encourage you to consider donating something if your situation permits. Given the situation, it can be easy to fall into the trap of apathy regarding the world or feel much better sliding into blissful ignorance. I understand this completely- there is enough going on in everyone’s lives without bearing the weight of the world on your shoulders – but however small your involvement and awareness can make a difference.







