Russian President Putin announced a full-scale military invasion of his country. People were evacuated from damaged apartment buildings. One of the most prominent propagandists in the Russian state media is Olga Skabeyeva. Her recent comments about the start of World War III raised eyebrows. Experts say her rhetoric marks a shift in how the Kremlin talks about its actions. Of all the Russian TV propagandists who have pushed Kremlin talking points about the war in Ukraine, perhaps none has drawn as much attention in the Western media as Olga Skabeyeva. Her nickname is "propagandist-in-chief", Russian state TV's "special operation forces" and the "iron doll of Putin TV". Skabeyeva has been making waves on the TV channel Russia-1. She spread a baseless conspiracy theory that the Ukrainian army was responsible for the massacre of hundreds of civilians in Bucha, as well as fabricated claims about Western leaders. Skabeyeva is one of many people on Russian state media who have distorted facts and lied to the public about the war in Ukraine. Experts say her rhetoric is indicative of a change in the way the Kremlin speaks about its actions. Vasily Gatov is a Russian media researcher and visiting fellow at the USC Annenberg Center on Communication Leadership and Policy. Skabeyeva and her husband Yevgeny Popov have hosted the political talk show "60 Minutes" on Russia-1 for years and have a long history of beingchauvinistic, patriotic, pro-government. Skabeyeva made waves internationally when she said on television that Russians were in the middle of World War III. —Francis Scarr (@francska1) April 14, 2022 Sarah Oates, a professor and senior scholar at the University of Maryland's Philip Merrill College of Journalism, told Insider that Skabeyeva's declaration marked an important shift in tone that could help reveal how far the Kremlin will go to spite the West. propaganda is not very useful for figuring out what the Russian state wants to do. Skabeyeva's reference to World War III was notable for two reasons. World War II is an important reference point for Russian nationalism, and the remark implied that Russia has a moral high ground to stand on. Skabeyeva's remark used the word "war", a departure from previous descriptions of it as a special military operation. Skabeyeva's words were not an accident. Russian propagandists don't exhibit any creativity in their descriptions. It is highly likely that Skabeyeva received her talking points from the government. This moment shows a shift in acceptable state rhetoric because she is a mouthpiece for the state. She said that World War III is problematic because we know that Putin has threatened nuclear weapons, and we don't know where Putin's ambition stops. Skabeyeva has become one of Russian state-run television's most prominent figures after years of using Kremlin-backed lines on current events and modern social issues. She once got into a physical confrontation with the German journalist who broke the news of Russia's state-sponsored steroid scandal, demanding that he reveal his sources and accusing him of attacking her. In a report about gay marriage in France and the United Kingdom, Skabeyeva told viewers that 40% of children raised by same-sex couples have venereal diseases. She is being deliberately over-the-top because cable TV channels in the US and Russia use talk shows for the most outrageous comments. Skabeyeva and her husband owned real estate in Moscow that was worth $4 million, according to an investigative documentary published by the Anti-Corruption Foundation. Skabeyeva and Popov responded to the claims with outrage, and the documentary said that the claims were all a lie. According to The Insider, Skabeyeva and Popov each make around $160,000 a year. Skabeyeva is divisive in Russian society. Many Russians dislike and distrust her because she is so influential among loyal viewers of Russian state TV. Tucker Carlson is a highly polarizing figure in American media who draws attention from both fervent supporters and enraged critics. She is very similar to Carlson's popularity. Gatov said a controversial, scandalous person who polarizes. State-sponsored Russian propaganda has existed for a long time. Gatov said that Putin-era propaganda has turned into a negative and fascist message. Gatov said that the main tone of the Putin propaganda was that the rest of the world was so bad that Russia was the last bastion of morals. Military propaganda, and especially totalitarian propaganda, which Russian media has finally turned into, relies on extremely simplistic models, as the world is against us and we are the last man standing.
INSIDER
'This moment shows a shift in acceptable state rhetoric'
A 'polarizing' and 'outrageous' figure in Russian media
Skabeyeva's work follows decades of well-established, yet unsophisticated Russian propaganda
Skabeyeva, who built her career throughout the last 15 years under the Putin regime, complains bitterly of the decadence and excess of Western nations, while simultaneously portraying Russia as their morally superior, yet woefully mistreated opponent.
She said that propaganda, including Skabeyeva's, may have enamored certain groups of Russian society, but she doesn't expect that effect to last.
It is possible to get away with a lot of wartime propaganda.
The Russian propaganda is effective because it is reassuring to certain viewers and they can identify with and derive a sense of pride from it. When audiences begin to feel doubts or fears about their futures, or when everyday Russians begin to experience dire economic consequences of the war, those propagandistic messages will end.
In the long term, complete denial and relying on a 1940s anti-Nazi rhetoric is not going to work. She said that Russians aren't idiots.
The translations are by Oleksandr Vynogradov.
The original article can be found on Insider.
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