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Many successful aspects of Russian propaganda have surprising foundations in the psychology literature, so we conclude with a brief discussion of possible approaches from the same field for responding to or competing with such an approach. We explore the four identified features of the Russian propaganda model and show how and under what circumstances each might contribute to effectiveness. Our observations draw from a concise, but not exhaustive, review of the literature on influence and persuasion, as well as experimental research from the field of psychology. We offer several possible explanations for the effectiveness of Russia's firehose of falsehood. 3 Despite ignoring these traditional principles, Russia seems to have enjoyed some success under its contemporary propaganda model, either through more direct persuasion and influence or by engaging in obfuscation, confusion, and the disruption or diminution of truthful reporting and messaging. Interestingly, several of these features run directly counter to the conventional wisdom on effective influence and communication from government or defense sources, which traditionally emphasize the importance of truth, credibility, and the avoidance of contradiction. It is also rapid, continuous, and repetitive, and it lacks commitment to consistency. In the words of one observer, “ew Russian propaganda entertains, confuses and overwhelms the audience.” 2Ĭontemporary Russian propaganda has at least two other distinctive features. We characterize the contemporary Russian model for propaganda as “the firehose of falsehood” because of two of its distinctive features: high numbers of channels and messages and a shameless willingness to disseminate partial truths or outright fictions. Distinctive Features of the Contemporary Model for Russian Propaganda

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Its tools and channels now include the Internet, social media, and the evolving landscape of professional and amateur journalism and media outlets. Russia has taken advantage of technology and available media in ways that would have been inconceivable during the Cold War. 1 In other ways, it is completely new and driven by the characteristics of the contemporary information environment. In some ways, the current Russian approach to propaganda builds on Soviet Cold War–era techniques, with an emphasis on obfuscation and on getting targets to act in the interests of the propagandist without realizing that they have done so. It continues to be demonstrated in support of ongoing conflicts in Ukraine and Syria and in pursuit of nefarious and long-term goals in Russia's “near abroad” and against NATO allies.

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This new approach was on full display during the country's 2014 annexation of the Crimean peninsula. Since its 2008 incursion into Georgia (if not before), there has been a remarkable evolution in Russia's approach to propaganda. Russian President Vladimir Putin speaks with journalists after a live broadcast nationwide call-in, Moscow, April 14, 2016