BEYOND TELEGRAM ⟩ Russian Propaganda Network Flourishes Also on Facebook

Photo: Propastop

27th August 2024, 08:17

When you scroll through Facebook, you might expect to see updates from friends, family, or your favorite brands—but what if your feed was suddenly filled with glowing posts about Russia’s military might, stunning architecture, or vibrant culture? Estonian anti-propaganda movement Propastop investigated and mapped the network of pro-Russian Facebook pages.

One of the key findings by Propastop is the sheer scale and global reach of these pro-Russian Facebook pages. The most prominent among them is “Russia Beyond,” which is the only page explicitly labeled as Russian state-controlled media. “Russia Beyond” is also the oldest of the pages identified, having been created on August 13, 2008, coinciding with the Russia-Georgia war.

With over 2.3 million followers, "Russia Beyond" stands as a major player in this network. However, despite its vast audience, the engagement on its posts is surprisingly low, rarely exceeding 150 likes per post. This discrepancy suggests that while the page reaches many, its content may not resonate as intended.

Facebook pages such as Replay News, Cricket Club, Military Aviation, and Yuyun, although labelled as U.S.-based blogs, are all managed by Indonesian administrators. Photo: Propastop

Propastop's research indicates that many of these pro-Russian pages were established around 2019, a time when Russia intensified its efforts to influence public opinion abroad.

Pages like “Australian Russia Unofficial” and “Future Russia,” managed by administrators in Serbia, serve as prime examples of this effort to project a positive image of Russia’s influence globally. Other pages, such as “Magnificent Russian Beauty,” operated by administrators in Russia and Ecuador, focus on highlighting Russia’s cultural allure, further diversifying the content strategy within this network.

What’s particularly striking is the diversity of the page administrators’ locations. According to Facebook’s transparency tools, these administrators are based in countries as varied as Australia, Serbia, Ecuador, Iraq, Germany, Indonesia, Israel, the United Kingdom, Mexico, and Estonia. This international network of site management underscores the coordinated and far-reaching nature of Russia's influence operations, designed to appeal to a wide range of audiences.

Despite their strategic intentions, many of the pages have faced significant resistance. Propastop found that several pages encountered negative feedback, with approval ratings often dipping below 50%. In an apparent attempt to mitigate this, some pages have disabled the ratings feature, likely to avoid drawing attention to their unfavorable reviews.

Moreover, a set of pages were identified that present themselves as U.S.-based blogs, such as “Replay News,” “Cricket Club,” “Military Aviation,” and “Yuyun.” Despite their American facade, these pages are managed by Indonesian administrators and primarily focus on promoting pro-Russian military content. By presenting these pages as neutral or American, the operatives likely aim to lend credibility to the content, making it more palatable to global audiences while subtly pushing pro-Russian narratives.

For those less interested in military or political content, the network includes cultural offerings. Pages like “From Russia with Love,” managed by a Russian-based admin, showcase stunning images of Moscow or St. Petersburg. These cultural pages are designed to portray Russia as a nation of rich history and beauty, a place worth admiring and respecting. Despite their seemingly benign content, these pages are an integral part of the larger strategy to enhance Russia's image abroad.

"Russia Beyond" is the only Russian propaganda site in Facebook designated as Russia state-controlled media. Photo: Propastop

Propastop also uncovered a nostalgic element within this network, with pages run by Russian-speaking administrators in Germany sharing pro-Soviet content. Imagery of Soviet troops as World War II liberators or nostalgic Soviet-era posters are often featured, appealing to those who view the USSR as a symbol of strength and liberation. The tactic not only glorifies Russia’s past but also seeks to rekindle a sense of pride and nostalgia for the Soviet Union, particularly among older audiences.

One notable page within this network is “Я люблю тебя, Россия” (I Love You, Russia), which stands out as the only one primarily using the Russian language. Despite its focus on a Russian-speaking audience and its 36,000 followers, the page’s posts rarely exceed 50 likes, indicating limited engagement.

A Facebook page propagating Soviet nostalgia. Photo: Postimees

A distinctive feature of these pro-Russian pages is their frequent reposting of each other’s content, creating an echo chamber effect that amplifies their reach and legitimacy. Reposting aims to increases the visibility but also to make the content more difficult to dismiss as isolated propaganda efforts.

The European Commission has launched a formal investigation into Meta’s handling of political content, particularly focusing on suspected Russian influence campaigns. As one of the major online platforms under the Digital Services Act, Meta faces potential fines for non-compliance if it fails to adequately address these issues. In response, Meta has pledged full cooperation with the investigation.

A press release from April 30 states that the EU Commission suspects Meta of non-compliance with DSA obligations related to addressing the dissemination of deceptive advertisements, disinformation campaigns, and coordinated inauthentic behavior within the EU.

The founder of Facebook Mark Zuckerberg has just revealed, that White House pressured Facebook over COVID-19 content and that he is ready to push back in the future against governmental interference to platforms content management.

Since the European Parliament designated Russia as a state sponsor of terrorism in August 2022, the discussion over limiting Russia's overt propaganda on Facebook will likely be handled differently than efforts to curb COVID-19 disinformation.

Terms

propaganda