Authors

Discussion

This paper examines the media strategies employed by the Wagner Group (WG) and their impact on the Group’s unforeseen personal popularity among Russian citizens. While Yevgeny Prigozhin’s extensive media network, including the infamous ‘troll factory’, has been previously studied for its interference in global politics and pro-government propaganda, the WG’s distinct media activities have remained overlooked. In the wake of Russia’s full-scale invasion in Ukraine, however, the Group has widely utilised new media to bolster their domestic image, primarily through the use of Telegram channels to disseminate provocative content. This study explores how this contributed to the Group’s emergence as an entity at stakes with the Russian authorities, challenging incumbent elites on their own ideological turf. This is done through content analysis of publications from Prigozhin- and Wagner-related media channels, along with considering public engagement metrics and opinion polls. The research insights extend beyond Russia’s context and, hopefully, provide a valuable deconstruction of political PR practices in general. By examining a non-liberal, non-governmental entity, this study also aims to better understand the potential for such actors to use new media to leverage existing propaganda narratives and garner public support. This, in turn, underscores the need to shift academic focus towards a more inclusive approach, studying radical actors and ideologies alongside liberal opposition in autocracies and democracies alike.