Overall, the Russian media’s September campaign was a continuation of its traditional propaganda, emphasizing specifics and expanding the geopolitical narrative. The primary focus was on justifying Russia’s actions in Ukraine, portraying an external threat, glorifying the state and its forces, demonstrating international support and domestic achievements, as well as influencing neighboring regions, including the Caucasus and Moldova. These techniques create the impression that Russia’s success is inevitable and build trust in the authorities, while discrediting opponents and strengthening patriotic sentiments.
Month in review
In September 2025, Russian state and pro-government media outlets continued to actively shape perceptions of the situation in Ukraine and on the international stage. They constructed narratives that emphasized the necessity of Russia’s actions and justified its policies as necessary and strategically sound. They primarily promoted Russian troops, showcased their successes, and described the challenges Ukrainian forces encountered. Like other propaganda media outlets, RIA Novosti regularly covered the advance of Russian units, presenting Russia’s actions as inevitable and justified, and Ukraine as unable to resist effectively.
Reports emphasized moments when Ukrainian forces suffered setbacks or faced internal difficulties, aiming to create an image of weak and disorganized resistance from Kyiv.
Meanwhile, texts showing the population’s support for Russian military operations were distributed, reinforcing the image of Russia as a country acting in its own security interests and protecting its people.
On the international stage, Russian media portray the Russian Federation as a strong, independent actor opposing a supposedly aggressive West. The West is depicted as attempting to destabilize through sanctions, backing Ukraine, and meddling in global affairs. Reports from TASS suggest that while Russia faces external pressures, it retains strategic autonomy and engages in dialogue strictly on its own terms. Significant focus is placed on Russia’s partnerships with countries like China, Iran, and several African nations, highlighting its network of international allies who support its positions and interests. RIA Novosti underscores strategic cooperation with Iran, covering economic and military collaboration, while portraying Western nations as adversaries who create obstacles but lack influence over the ultimate outcomes.
Russian media outlets also focused extensively on the Caucasus and Moldova. TASS featured reports on the political dynamics in Armenia and Azerbaijan, presenting Russia as a key guarantor of stability and security in the region. These reports highlight the dangers of external interference and underscore Russia’s unwavering support for its allies. Coverage on Moldova stresses the importance of protecting the Russian-speaking population and countering Western influence, portraying Russia as actively defending its interests and supporting neighboring countries. These narratives reinforce the image of Russia as a powerful regional actor capable of shaping security and political developments in adjacent nations.
The Russian media’s domestic narratives aim to demonstrate the country’s stability and progress. RT and other outlets publish materials on economic growth, infrastructure development, scientific and technological achievements, and social initiatives, creating an image of a country that is developing successfully despite external pressure and sanctions. Propaganda texts focus on successes in the technology and military industries, portraying Russia as capable of solving both internal and external problems independently. These narratives minimize or omit mention of domestic problems and shortcomings, giving the audience a sense of control and stability on the part of the authorities.
The rhetorical techniques used by the Russian pro-government media remain traditional. Methods of demonizing the enemy are widely used, with Ukraine and Western countries portrayed as aggressors who threaten regional security and stability. Meanwhile, Russia and its armed forces are glorified, creating the impression that the Russian army acts as both a defender and a guarantor of justice. Propaganda creates a sense of inevitability surrounding Russia’s success. It justifies its actions by demonstrating the numerous alleged confirmations of the effectiveness of Russian operations and the weakness of the enemy.
In September, Russian propaganda outlets vigorously promoted traditional values as a cornerstone of their ideological narrative. They highlighted Russia’s self-image as a moral and cultural guardian, starkly contrasting it with the West, which they portrayed as “undermining traditions.” Publications like Rossiyskaya Gazeta featured statements stressing the necessity of embedding the principles of marriage, family, and shielding children from “propaganda of non-traditional relationships” into international frameworks. Simultaneously, Vedomosti covered initiatives to develop IT tools and surveys for students to assess their alignment with spiritual and moral standards. Consequently, traditional values are evolving beyond cultural debate, becoming instruments for ideological monitoring and cultural mobilization.
