Paul Goble
Staunton, Feb. 26 – When people talk about propaganda on the war in Ukraine, they typically focus on outrageous statements of Moscow TV personalities; but the NeMoskva portal suggests that local and regional media play a major role in delivering the message that the Kremlin now wants, that the war is “a given” of Russian life and entirely “normal.”
The portal examined more than 200 outlets in regions and localities across the country and spoke with numerous experts on the Russian media scene and said that the propaganda in this part of the Russian scene is less propagandistic and often isn’t even recognized as such by viewers and readers (nemoskva.net/2026/02/26/propaganda-dlya-normisov/).
That is because local and regional media do not cover the war as such and seek to include stories about those from the region who have been touched by it within the normal flow of coverage about life more generally. That encourages Russians to think about the war as something “entirely normal” and more simply “a given.”
In reporting the study and especially its conversations with media experts who appear to be in universal agreement, NeMoskva says there are a number of ways in which these outlets are promoting such a view: They talk about how the area is “making its own contribution;” their main hero is “the local soldier, ‘one of us;” they celebrate as “another hero the regional volunteer;” they “heroize those who have died” in the conflict; and they either “idealize” or at least minimize the problems of veterans coming home.
Such messaging is calmer and more reassuring that the comments of Moscow figures like Vladimir Solovyev and thus corresponds to the way most Russians want to think about it: “They simply want to live their own lives” and see the war as something in the background, according to several commentators.
One of these commentators pointedly notes that “the regional media do not ‘sell’ the war directly but ‘combine’ it with the whole information flow.” That gives the media at the local and regional levels a kind of “therapeutic effect,” one that makes the war something very much like the weather: it just is – and no one needs to do more than support it.
And NeMoskva concludes: “Regional propaganda integrates into normalcy and creates a context that becomes acceptable to the audience. All of this, taken together, "holds together the social fabric" in the face of prolonged conflict and helps people feel at least some sense of support.”
As a result, for the consumers of this media, “the fighting becomes a backdrop and that helps the authorities achieve both of their goals: ensuring an influx of people and resources and preventing people from thinking that what is going on in Ukraine is an all-out war” that is going to radically change their lives or even force them to do more than they are doing now.