Amid Growing War Fatigue, Putin Intensifies Propaganda Campaign

In a marked intensification of information control, the Kremlin has dramatically increased its propaganda efforts as Russian public sentiment toward the Ukraine war shows signs of fatigue after nearly two years of conflict.

Government-controlled media outlets have flooded television programming with war narratives while authorities have simultaneously tightened restrictions on independent information sources, according to media analysts tracking the situation.

This propaganda surge comes as polling data suggests growing war weariness among ordinary Russians. While the Kremlin maintains strong control over public discourse, subtle indicators of discontent have emerged in recent months, particularly as the economic and human costs of the conflict become increasingly apparent to Russian families.

“What we’re seeing is a comprehensive effort to maintain public support through controlled messaging,” explains Dmitri Alperovitch, an expert on Russian information operations at the Carnegie Endowment for International Peace. “The leadership recognizes that maintaining the home front is critical to sustaining the war effort.”

Russian state television now dedicates approximately 70 percent of prime-time news coverage to the Ukraine conflict, up from about 50 percent in early 2023. The messaging has evolved to emphasize what the Kremlin portrays as existential threats to Russian sovereignty, framing the war as defensive rather than optional.

This shift in narrative comes as Russia’s economy faces significant pressures despite showing resilience against Western sanctions. Inflation has reached 7.5 percent, well above the central bank’s target, while defense spending has ballooned to approximately 6 percent of GDP, crowding out investment in civilian infrastructure.

In Moscow, where wealth has historically insulated residents from economic hardships affecting the provinces, signs of strain are becoming visible. Food prices have increased by roughly 20 percent year-over-year, according to independent economic analyses, while luxury imports have declined significantly.

“The economic reality is beginning to conflict with the triumphant messaging,” notes Catherine Belton, author of “Putin’s People,” a study of Russia’s power structures. “This creates cognitive dissonance for citizens who are told everything is proceeding according to plan while experiencing real economic pressure in their daily lives.”

The propaganda push extends beyond traditional media. Schools have incorporated mandatory “patriotic education” programs, while cultural institutions face increasing pressure to align their programming with state narratives. The government has also expanded its use of “Z” symbolism associated with the war effort across public spaces.

Families of soldiers killed in Ukraine have been offered substantial compensation packages, often accompanied by confidentiality agreements that limit public discussion of casualties. Official Russian Defense Ministry figures for combat deaths remain far below Western intelligence estimates.

In response to potential domestic discontent, authorities have increased detentions for anti-war statements. According to OVD-Info, a Russian human rights monitoring organization, over 19,000 people have been detained for war-related protests since February 2022, with penalties becoming increasingly severe.

Russia’s parliament recently increased maximum sentences for “discrediting” the armed forces to 15 years imprisonment, while expanding definitions of what constitutes treasonous activity. These legal changes have effectively criminalized most forms of public dissent regarding the war.

The Kremlin’s media strategy also emphasizes portraying Western societies as decadent and destabilized by immigration, inflation, and cultural conflicts—a narrative designed to make Russia appear stable by comparison despite wartime conditions.

“Putin needs Russians to believe they’re better off than Europeans and Americans, regardless of actual economic indicators,” says Alexander Gabuev, director of the Carnegie Russia Eurasia Center. “This comparison narrative helps justify continued sacrifices.”

Despite these extensive efforts, cracks in public support appear to be widening. While direct polling in Russia’s authoritarian context is notoriously unreliable, indirect indicators such as social media sentiment analysis and migration patterns suggest growing fatigue.

An estimated 800,000 Russians have left the country since the war began, many of them educated professionals whose skills are difficult to replace. This “brain drain” presents long-term challenges to Russia’s economic competitiveness.

Meanwhile, recruitment efforts for military service have intensified, with significant financial incentives offered to volunteers. Monthly combat pay can exceed three times the average Russian salary, making military service financially attractive despite the obvious risks.

As the conflict approaches its two-year mark with no resolution in sight, the Kremlin’s ability to manage domestic opinion remains crucial to its war strategy. The intensified propaganda campaign signals recognition of this challenge, even as it demonstrates the regime’s significant resources for information control.