How Putin Secretly Conquered Russia's Social Media
Over the Past 3 Years
Posted 30 January 2015 11:30 GMT
What’s happened in Russia would be like Fox News taking over the airways
in the US, booting MSNBC from cable TV, and reducing liberals to
broadcasting online from a small private apartment in Brooklyn.
This farce is the same with elections (where competition is fake), the
courts (where justice is a lie), and mass demonstrations (where
participation is obligatory).
For many years, the Internet was Russia’s last beacon of honesty. That’s
no longer the case. Over the past three years, a social-media army
fielded by the Kremlin has stormed what was once a stronghold for people
who seek a “Russia without Putin.”
Here’s how it happened.
Before the 2011 parliamentary elections, the phoniness of which sent as
many as 100,000 thousand protesters into the streets, the Kremlin
couldn’t care less about political significance of social media and the
Internet. The government’s puppet master of domestic politics, a man
named Vladislav Surkov, was content merely to funnel cash to top
bloggers, paying them to publish planted stories on LiveJournal from
time to time.
When the winter protests began in December 2011, the new social media,
namely Twitter and Facebook, were under the complete control of Putin’s
political opponents, who knew it and unsurprisingly built vast networks
to organize demonstrations against the fraudulent elections.
After two mass rallies in Moscow against the parliamentary election
results, Surkov lost his job in the Kremlin, following his obvious
failure to contain the Internet. His replacement is Vyacheslav Volodin,
a less cerebral man known for his rough-and-ready management style.
Volodin is said to have only a weak grasp of the digital world, but
others with a better understanding are believed to have his ear. In
2012, Volodin promoted some of these Internet-savvy advisers to a
special unit inside the Kremlin’s Department of Internal Policy. He put
Timur Prokopenko, a young man in his thirties with experience working
for pro-Kremlin youth movements, in charge of the outfit.
At first, the Kremlin’s social media team simply copied whatever the
Russian opposition did online. If Putin’s rivals criticized him with
hashtags, Putin’s people would respond instantly with hashtags targeting
Alexey Navalny, Russia’s most prominent opposition leader. When this
method of retaliation proved too obvious and primitive, the Kremlin’s
social media team moved on to other tactics.
They tried spamming social media with “bot” accounts, though networks
like Twitter were quick to recognize it and intervene. The Kremlin’s
team then turned to its activists in the regions, outside Moscow and St.
Petersburg, whom they’d largely overlooked in the past. Now they
recruited these people to serve as living, breathing bots. Imagine it:
young men and women across Russia enlisted to do nothing but promote
trending topics on Twitter and troll the liberal media on Facebook.
My contact at Twitter has indicated to me that they’re powerless to
intervene against such accounts, as it is indeed real people running
them. The workaround to a bot army, the Kremlin has discovered, is a
troll army.
Of course, even tapping the regions’ stores of pro-Kremlin activists
wasn’t enough. What started with dozens of re-purposed boy scouts grew
to hundreds, but there it hit a ceiling. When that happened, Putin’s
team approached Russian advertisers. According to my sources, there are
currently 10 different advertising agencies working for the Kremlin.
These contracts are secret, and the firms are careful to maintain other,
non-political clients.
The agencies compete fiercely with one another for contract extensions
and bigger deals, making Russia’s online propaganda industry quite
lucrative and surprisingly effective. It’s like Adam Smith’s “invisible
hand,” except the opposite.
Combined, these efforts field a troll army of thousands. In some areas,
like on the outskirts of St. Petersburg, the enterprise is so big that
there are whole office buildings for these people.
It seems like a joke, but thousands of hired bloggers “go to work” every
day, writing online about Vladimir Putin’s greatness and the decay of
the West. They’re on Facebook, Twitter, news sites, and anywhere else
the Kremlin feels threatened and outnumbered. Fresh instructions arrive
every day in emails, specifying what to say and where to post it, all
with the aim of bolstering Putin’s presidency amidst war and economic
crisis.
Sadly, it’s working. People have trouble believing the scope of the
Kremlin’s Internet invasion, thinking it incredulous that the government
could be capable of such sophisticated, targeted manipulation. And yet
that is exactly what Putin’s social media team has achieved.
Of course, conquering the Internet has been a lot easier, after the
dramatic reduction of independent media outlets in Russia—a phenomenon
known as the “f#cking chain.” The Kremlin’s social media takeover has at
last reached the people who don’t watch state-run television. The circle
is now complete.
The system works like this: trolls flood a comments section with
scripted complaints against the West or the liberal opposition, and the
state-run media then reports these comments as “bloggers’ outrage,”
fueling further conversations online, building what becomes an
organic/artificial mix. In this way, Putin’s team is able to impose its
agenda even on the Russian Internet’s liberal ghetto.
Based on the success of this model in Russia, the Kremlin is now
investing heavily in “exporting” it to social media popular in Europe
and the United States.
If you live in the West, beware.
http://globalvoicesonline.org/2015/01/30/how-putin-secretly-conquered-russias-social-media-over-the-past-3-years/