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Ukraine fight brings Russia’s nationalists in from the cold

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In blog posts and on radio, Roman Antonovsky speaks up for 'the great Russian Empire'

In blog posts and on radio, Roman Antonovsky speaks up for ‘the great Russian Empire’ – Copyright POOL/AFP/File Jack TAYLOR

Marina LAPENKOVA

Moscow’s military intervention in Ukraine has done wonders for the career of nationalist  blogger Roman Antonovsky, whose air time has spiked since fierce fighting broke out in February.

“Patriotism is the newest fad in Russia,” the 42-year-old marketing specialist with glistening eyes and a handlebar moustache reminiscent of Russia’s imperial era said before taking to the stage at a patriotic concert in Moscow.

“I like your faces. They haven’t been disfigured by liberalism!” he told the like-minded crowd, before reading out nationalist poems.

Once sidelined as a threat to the Kremlin, nationalists are emerging as a driving force behind what President Vladimir Putin has dubbed Russia’s “special military operation” in Ukraine.

Their hardline support for the campaign has even emboldened them to unleash rare criticism of officials they deem responsible for mistakes on the battlefield.

After setbacks like in Ukraine’s northeast Kharkiv region and southern city of Kherson, nationalists have lashed out at generals, demanded a general mobilisation and even for the use of nuclear weapons.

– ‘Russophobia has united us’ –

Their growing clout was on display in August at the funeral of Daria Dugina — the daughter of far-right political figure Alexander Dugin — after her death in a car bomb blamed on Ukraine.

Hundreds gathered for the memorial service in Moscow and condolences poured in, including from Putin.

Bloggers, journalists and intellectuals with nationalist views once confined to social media now get frequent air time on Russian state TV.

“The Kremlin needs the nationalists to support the special military operation,” sociologist Lev Gudkov, head of independent pollster Levada Centre, told AFP.

Research carried out by the Levada Centre shows that 78 percent of Russians believe Russia is a “great country surrounded by enemies,” Gudkov said.

And a growing sense of Russia’s isolation is popular message for Russia’s new patriots to espouse.

In blog posts and on radio, Antonovsky speaks up for “the great Russian Empire” as “the last bastion of traditional values”.

He blasts what he describes as the liberal West and calls for a purge in Russia of “Russophobes” and to nationalise the media.

“Western Russophobia,” he says, “has united us”.

– ‘Marriage of convenience’ –

Valery Romanov, a student, says some young people are drawn to Russian history and nationalist voices partly to better understand “what is happening now”.

“Nationalism is not necessarily extremism,” the 19-year-old said. “It’s the highest form of patriotism”.

He also manages logistics at the Black Hundred publishing house named after a monarchist and ultra-nationalist movement in Russia in the early 20th century.

Two of his friends, he told AFP, took a year off from studying to fight in Ukraine.

Romanov however is contributing by collecting donations of medicine, food and clothes to send to the front.

Twenty-seven-year-old researcher Daniil Makhnitsky, who considers himself a “national-democrat” is the founder of a small political group called “Society.Future” which is also collecting donations for Russian troops.

Their next truck will leave with 2,300 first-aid kits, he said.

“Europe thought sanctions would push us to overthrow Putin. But they had the opposite affect: Russian patriotism is booming,” he said.

Gudkov, the sociologist, says the rising nationalist tide that currently serves the Kremlin has potential drawbacks.

“This imperial chauvinism could be very dangerous. It could become a dominant political force in the country due to the weakness of civil society,” he says.

Makhnitsky has “no illusions” about the Kremlin’s tolerance for the movement.

“It’s a marriage of convenience,” he says. “Once a peace deal is signed, it will be over”.

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Cheeky branding wins (and missteps)

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Cheeky branding wins (and missteps)

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Branding and rebranding is getting more fun, here we look at some of cheekiest brands that have caught our eye – for the right and wrong reasons.



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Google Outlines Ongoing Efforts to Combat China-Based Influence Operations Targeting Social Apps

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Google Outlines Ongoing Efforts to Combat China-Based Influence Operations Targeting Social Apps

Over the past year, Google has repeatedly noted that a China-based group has been looking to use YouTube, in particular, to influence western audiences, by building various channels in the app, then seeding them with pro-China content.

There’s limited info available on the full origins or intentions of the group, but today, Google has published a new overview of its ongoing efforts to combat the initiative, called DRAGONBRIDGE.

As explained by Google:

In 2022, Google disrupted over 50,000 instances of DRAGONBRIDGE activity across YouTube, Blogger, and AdSense, reflecting our continued focus on this actor and success in scaling our detection efforts across Google products. We have terminated over 100,000 DRAGONBRIDGE accounts in the IO network’s lifetime.

As you can see in this chart, DRAGONBRIDGE is by far the most prolific source of coordinated information operations that Google has detected over the past year, while Google also notes that it’s been able to disrupt most of the project’s attempted influence, by snuffing out its content before it gets seen.

Dragonbridge

Worth noting the scale too – as Google notes, DRAGONBRIDGE has created more than 100,000 accounts, which includes tens of thousands of YouTube channels. Not individual videos, entire channels in the app, which is a huge amount of work, and content, that this group is producing.

That can’t be cheap, or easy to keep running. So they must be doing it for a reason.

The broader implication, which has been noted by various other publications and analysts, is that DRAGONBRIDGE is potentially being supported by the Chinese Government, as part of a broader effort to influence foreign policy approaches via social media apps. 

Which, at this kind of scale, is a concern, while DRAGONBRIDGE has also targeted Facebook och Twitter as well, at different times, and it could be that their efforts on those platforms are also reaching similar activity levels, and may not have been detected as yet.

Which then also relates to TikTok, a Chinese-owned app that now has massive influence over younger audiences in western nations. If programs like this are already in effect, it stands to reason that TikTok is also likely a key candidate for boosting the same, which remains a key concern among regulators and officials in many nations.

The US Government is reportedly weighing a full TikTok ban, and if that happens, you can bet that many other nations will follow suit. Many government organizations are also banning TikTok on official devices, based on advice from security experts, and with programs like DRAGONBRIDGE also running, it does seem like Chinese-based groups are actively operating influence and manipulation programs in foreign nations.

Which seems like a significant issue, and while Google is seemingly catching most of these channels before they have an impact, it also seems likely that this is only one element of a larger push.

Hopefully, through collective action, the impact of such can be limited – but for TikTok, which still reports to Chinese ownership, it’s another element that could raise further questions and scrutiny.

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The Drum | Trump’s Instagram & Facebook Reinstatement Won’t Cause Marketers To Riot Yet, Experts Say

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The Drum | Trump's Instagram & Facebook Reinstatement Won’t Cause Marketers To Riot Yet, Experts Say

While the reinstatement of Donald Trump’s Twitter account in November had some advertisers packing up in protest, many will strike a different tune with Meta-owned Facebook and Instagram, experts predict.

Meta Wednesday announced that it’s lifting the ban on a handful of Facebook and Instagram accounts, including that of former US president Donald Trump – who was suspended nearly two years ago following the January 6, 2021 riots at the Capitol.

In a blog post yesterday, Nick Clegg, Meta’s president of global affairs, explained the reasons for the company’s decision, saying that it “evaluated the current environment” as it pertains to the socio-political landscape and security concerns and determined that “risk has sufficiently receded.” As a result, the company will welcome Trump back onto Facebook and Instagram.

The former president will be expected to comply with Meta’s user policies, but, considering his past violations, will face “heightened penalties for repeat offenses,” Clegg explained.

While it’s unclear whether Trump will become an active user on either platform following the decision, media and marketing experts are already sounding alarm bells at his potential return.

In particular, experts are cautious considering recent developments at Twitter. Elon Musk’s turbulent takeover – which has included mass layoffs, dramatic platform changes and the decision to reinstate the accounts of controversial figures like Trump and Kanye West (whose account has since been re-suspended) – has led to an exodus of advertisers. Could Meta’s decision to reintroduce Trump invite a similar fate?

‘Fear, frustration and protest’ could catalyze drawback

Concerns regarding brand safety and suitability on Facebook and Instagram are piquing among marketers. Trump’s presence on social media has long proven to exacerbate the spread of misinformation online. The risks of a potential recession, paired with new political tensions spurred by the 2022 midterms and the anticipation of the 2024 presidential election, may only up the ante.

“Misinformation on Meta’s platforms was an issue prior to Trump’s ban, during the ban and will likely continue to be an issue, even with the new [policies that] Meta has put in place,” says Laura Ries, group director of media and connections at IPG-owned ad agency R/GA. In light of this fact, Ries says, “Advertisers will need to continue to consider the type of content they’ll show up next to when evaluating whether or not to advertise on the platforms, especially as we march toward the 2024 election.”

She predicts that Meta may see some advertisers leave Facebook and Instagram “out of fear, frustration or protest.”

Others agree. “I suspect advertisers will not be pleased with this move and might make reductions in spend as they have done with Twitter,” says Tim Lim, a political strategist, PR consultant and partner at creative agency The Hooligans.

Although some advertisers are sure to pull back or cut their investments, the number will likely be low – largely because the scale and reach promised by both Facebook and Instagram will make it hard for most advertisers to quit. Smaller brands and startups in particular often rely heavily on Meta’s advertising business to spur growth, says Ries.

A ripple, not a wave

Most industry leaders believe Trump’s reinstatement won’t cause anything more than a ripple in the advertising industry. “Marketers who advertise on Facebook and Instagram care about their own problems, which generally [entail] selling more products and services,” says Joe Pulizzi, an entrepreneur, podcaster and author of various marketing books. “If Meta helps them do that, they don’t care one bit about brand safety – unless this blows up into a big political issue again. It might not, so marketers won’t do a thing.”

The sentiment is underscored by Dr Karen Freberg, a professor of strategic communications at University of Louisville, who says: “Facebook and Instagram are key fundamental platforms for advertisers. Marketers may … be aware of the news, but I am not sure if it will make a drastic change for the industry.” She points out that Twitter’s decision to lift the ban on Trump’s account in November caused such a big stir among marketers advertisers that Meta’s decision to do the same may come as less of a shock.

Trump’s return may even benefit Meta’s ads business by giving the company new opportunities to serve ads to Trump devotees, says Pulizzi. Ultimately, he says, Meta “needs personalities like Trump,” who, whether through love or hate, inspire higher engagement. “With Facebook plateauing and Instagram now chasing – and copying – TikTok at every turn, Trump’s follower base is important to Meta, which is hard to believe, but I think it’s true.”

But while some users may be energized by the former president’s return to Meta platforms, others may be outraged – even to the point of quitting Facebook and Instagram, points out Ries. In this case, she says, “advertisers will need to follow them to TikTok, Snap or other platforms where they’re spending their newfound time.”

R/GA, for its part, which services major brands including Google, Samsung, Verizon and Slack, will work on “a client by client basis” to address concerns about Facebook, Instagram or any other platform, says Ries. “R/GA recommended pausing activity on Facebook and Instagram after the insurrection and won’t hesitate to do so again if another incident occurs.”

For more, sign up for The Drum’s daily US newsletter here.

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