Soft power, sharp power? Exploring RT’s dual role in Russia’s diplomatic toolkit

Abstract

This article examines the multilingual audiences of Russian outlet RT on Facebook. RT is a state media outlet known for spreading strategic Kremlin narratives and disinformation in support of Russia’s domestic and foreign policy objectives to large and multilingual global audiences. RT serves as a central pillar of the Russian information influence apparatus, and an instrument of both ‘soft’ and ‘sharp power’, the latter describing the use of information manipulation to interfere with foreign public spheres. While many studies have concentrated on the English-language content of RT to understand its impact on Western democracies, in this article, we examine the sharing of RT content across all six RT languages, and we investigate what audiences from the six language communities share RT content on Facebook. We find ideologically diverging patterns across these communities, with particular resonance for RT content targeting the political faultlines in different regions and countries and conclude that RT’s role as a tool for sharp power is now dominant.