Current Research

Rethinking Propaganda: How Authoritarian Media Cultivate Loyal Audiences

Forthcoming at Cambridge University Press

My book sheds light on a new model of state media in consolidated autocracies such as Russia. While conventional theories view propaganda as top-down messaging used to persuade, intimidate, or confuse citizens, I argue that propaganda can be a tool of regime maintenance that reinforces the relationship between the autocrat and supporters. This model, which I call service propaganda, borrows tactics from partisan media outlets, combining attractive political narratives that reaffirm pro-regime identities with tailored, engaging news reporting.

In the book, I explain and document the tactics of service propaganda using a corpus of over 100,000 Russian state media stories and an advanced machine learning classifier. I then demonstrate through a series of surveys and experiments that pro-Putin Russians genuinely value state media reporting for its political aspects and the information it offers, while viewing independent media as biased and unreliable. These analyses draw on my recent articles in the Journal of Politics and Political Communication. Further, I show that the Kremlin's echo chamber remained attractive to Russians during a major political shock—Russia's 2022 full-scale invasion of Ukraine. State-run outlets sustained and adjusted their service propaganda model in daily reporting throughout the invasion, helping the Kremlin to ensure public support for the war and acquiescence to it. More generally, my theory of propaganda as a maintenance tool helps explain the longevity and mass legitimacy of autocrats such as Vladimir Putin. The book's research has also been featured in prominent media outlets, including the Washington Post, PBS NewsHour, and the Financial Times.

Working Papers