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Measuring RT’s Impact on YouTube

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Chainsoff's Blog

By Elizabeth Nelson, Robert Orttung, Anthony Livshen

RT seeks to target a different mix of news to di fferent audiences, adapt its coverage to the broader international news cycle, promote a particular Kremlin-dictated ideology, and counter the West by attacking it across the same criteria by which Western countries criticize Russia.

Focused Messaging

Russian propaganda, speci cally RT, has nuanced messaging designed to undermine the West on the basis of its own criteria, build credibility by covering less-heard voices in regional news, and using human interest program (click-bait) to draw in viewers. is approach can be observed through a study of RT’s YouTube Channels, which is broken up into an English-language flagship channel (RT), RT Amer- ica, RT Arabic, RT en Español, RT Deutsch, RT French, RT UK, and RT на русском. By separating audiences into linguistic categories, RT naturally separates out its priorities for each audience through its di…

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