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PONARS Eurasia
PONARS Eurasia
  • About
    • Contact
    • List of Members
    • Ukraine Experts
    • About Membership
    • Executive Committee
  • Policy Memos
    • List of Policy Memos
    • Submissions
  • Podcast
  • Online Academy
  • Events
    • Past Events
  • Recommended
  • Ukraine Experts
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RECOMMENDED
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Russia Today’s strategy and effectiveness on YouTube

  • February 27, 2019
  • Robert Orttung

(Post-Soviet Affairs) (Co-authored with Elizabeth Nelson) Abstract: Many countries now operate state-funded international broadcasters, communicating directly with foreign publics to promote a variety of foreign policy goals. RT (formerly known as Russia Today) is currently one of the most prominent broadcasters in a crowded field. What is RT’s strategy, the size of its audience, and the effectiveness of its broadcasts in implementing its strategy? To answer these questions, we explore a case study of RT’s YouTube programming utilizing a new dataset of 70,220 video titles spanning the 2 years from February 2015 through January 2017. RT’s three-prong strategy focuses attention on strategic groups outside the West, including Arabic, Russian, and Spanish speakers, circumvents local media in target countries to promote Kremlin aims, and spreads a positive image of Russian accomplishments, particularly in Syria, which it considers a foreign policy success. The data presented here show that RT’s strategy is only partially successful since it underperforms among Arabic speakers, its main target, while doing relatively better among Russian, global English, and Spanish audiences.

Read More © Post-Soviet Affairs

Robert Orttung
Robert Orttung
Website | + posts
Research Professor of International Affairs, IERES; Director of Research, Sustainable GW
Affiliation

The George Washington University
Links

The George Washington University (Bio)
Expertise

Russia, Energy, Corruption, Institutions, Arctic
  • Robert Orttung
    https://www.ponarseurasia.org/members/robert-orttung/
    International Society Must Act in the Wake of Russia’s Failed Opposition
  • Robert Orttung
    https://www.ponarseurasia.org/members/robert-orttung/
    Preparing for the Parliamentary Elections of 2021: Russian Politics and Society (Gel’man, Lankina, Semenov, Smyth, and more)
  • Robert Orttung
    https://www.ponarseurasia.org/members/robert-orttung/
    The Pandemic in the Arctic: Common Challenges from Juneau to Murmansk
  • Robert Orttung
    https://www.ponarseurasia.org/members/robert-orttung/
    Measuring the sustainability of Russia’s Arctic cities
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