Russia’s invasion of Ukraine has been characterised as the first full-scale “social media war”. Russia uses social media to not only spread propaganda but also the “fog of war”. Its efforts aim to both demonise Ukraine in the West and strengthen Russian support for the war.

War propaganda is the deliberate use of factual or fictitious information to sway public opinion and trigger strong feelings like fear, hatred, guilt, adulation or outrage. It has been a crucial tactic of battle throughout history and has evolved into a “necessity” of warfare that can take many different shapes. Even if Russian claims of significant successes over “Ukrainian Nazis” may be mocked in the West, these strategies have been very successful within Russia and among supporters of the country.

In the era of social divisions, public disputes and widespread polarisation of views, one phenomenon seems indisputable – social media has become an important element of life both in the private and public spheres. Understanding the peculiarities of these tools has also become an important social and business skill. Yet should social media management be considered a political and military competence as well? The Russian war in Ukraine suggests a positive answer. The terms “like”, “share”, “click”, “comment”, “tweet” or “swipe” have begun to have serious consequences and are – literally – a weapon of mass (media) destruction.

An interview with Henrik Müller, a professor of economic policy journalism at the Institute of Journalism at TU Dortmund University, Germany. Interviewer: Markus Krzoska

MARKUS KRZOSKA: In your book, published last year, you analyse “turbo democratism” which, as you argue, poses a great threat to our social life. What characterises this phenomenon and what distinguishes it from the parliamentary democracy from which we have long been used to?

HENRIK MÜLLER: Actually my first idea for the title of my book was “turbo democratism”. It was later decided to be called Kurzschlusspolitik (a short circuit policy or a quick reaction policy). In the 2000s there was a lot of talk about turbo capitalism, which is an unstable economic system and which, as we now know, reached its peak with the 2008 financial crisis. Today, I argue that the political system, just like financial capitalism, is innately unstable. This instability comes from public opinion and society’s tendencies to have knee jerk reactions, which (at least partially) affects the traditional political structures.

On the recent spat between Russia and Serbia on social media and what it reveals about their relationship.

Since the new Verkhovna Rada began working, Ukrainian social media users have scrutinised and criticised every decision made by new MPs and the President’s appointees. Their behaviour on Facebook, Instagram and VK largely mirror real moods in society.