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Why has Ukraine been so successful at information warfare/propaganda vs the supposed Russian masters of it?
A thread 
of 10 persuasion messaging themes working for them:
1) Pre-Bunking In the past, Russia was essentially pushing against an open door. This time, a network style coalition got ahead of it and preempted and pre-bunked the Russian goal of justifying a long planned invasion as an emergency response.
Elements ranged from UKR govt to Biden administration and US intelligence agencies to key NATO states (Baltics especially) to online democracy activists to OSINT trackers.
They documented the Russian military buildup in overall wayspic.twitter.com/mNTGWScIpv
Another part was directly debunking the various Russian statements and provocations as utterly pre-planned. One example was showing the meetings didn't match their timing claim, by tiny details like the watch times:pic.twitter.com/BIQY31URxO
Overall, it showed 1) what Russia was planning and also 2) took away the Russian claimed messaging that they were the victimpic.twitter.com/373vEUWpKX
Once the war began, it pivoted to the next series of themes.
2) Heroism
Pushing early stories of Ukrainians standing up to fight against the odds.
Probably the most successful was fighter ace #ghostofkiev
(Also, illustrates how much is likely a mix of truth/ exaggeration)pic.twitter.com/Zz90ENlgbY
3) Martyrs Related to Heroes, but with the sacrifice element The Snake Island defenders and their iconic "Go F+ck Yourself" message to the Russian commander is the example herepic.twitter.com/Qb5z2wDerF
UKR has also kept that up with regular posts about soldiers that died in some heroic manner, such as blowing up a bridge or delaying a Russian convoy.
4) Man of the People Volodymyr Zelenskyy has set the new standard for this classic tactic.pic.twitter.com/ydQu8rGgF1
Remember, he went into the conflict not that well known outside Ukraine, while inside Ukraine, some polls have him negative -34 favorability, amid general distrust of office of the presidency. Basically, he was the most popular of a set of unpopular leaders. Now a global icon.pic.twitter.com/aOYLXxA5Mc
The former performer has done so with personal bravery and deft use of messagingpic.twitter.com/JAH6Cy4eo3
A key in this is to remember the multiple audiences he is aiming at. One is UKR people and soldiers, the power of a leader who is right there with them, literally in the streetspic.twitter.com/ZoO4sxc6eF
But there is also the key audience of the West and its leaders. The response of "I Need Ammunition, Not A Ride" https://www.youtube.com/watch?v=w9JVlYj2DX8 … To US offers to evacuate him
Or, even more pointed, the call out to the Italian leaders, when they were delaying aid and blamed a missed call.pic.twitter.com/tnVEdnXQNh
Again, every act in #likewar is about connecting this online show to a real world goalpic.twitter.com/YktQZjF8fo
5) Civilian Harm Messaging that shows off the victims of the Russian attacks are the UKR people in vivid ways. It does so with examples of Russian strikes that don't just resonate, but also are clearly and inarguably civilian in nature, such as a missile hit near a playground.pic.twitter.com/nu4gGYtmkr
Or in front of a grocery store (I'll get to cat images later)pic.twitter.com/Xv1F8uQSTW
6) Civilian Resistance This war, in both cause+info side, is about political legitimacy and popular resistance. So hugely important thread is showing citizens fighting back. "Put sunflower seeds in your pocket so they grow when you die" https://www.youtube.com/watch?v=6YI9uVhDKj0 … is most viral
But also many, many examples of this swirling, from people blocking tanks https://twitter.com/RALee85/status/1497855835862708229?s=20&t=DBn6Wc-Eq2nW4ps5MSd8WQ …pic.twitter.com/KmNweKghr6
To regular people preparing for the next fight with home-made molotov cocktailspic.twitter.com/YznHKmvdbM
7) Bandwagoning This is about motivating others to join/aid a cause that is popular and growing. It is also a bit about shaming those that aren't doing so yet. 'Others are doing it, why not you too?'pic.twitter.com/HXhwiexPfU
8) Humanizing Showing off the personal side. 'The Ukrainians under attack are just like us.' 'They like the same things I do.' 'I could imagine myself in that situation.' This is where the cat is the most lethal weapon of information warfare.pic.twitter.com/YkrjJl5NRw
And when I wrote cats are "lethal" in information war, I meant it... (Note: I am deeply dubious of the Panther of Kharkiv" but now I want to adopt it.)pic.twitter.com/AyrO8o6yip
9) Card Stacking This is about showing off singular example of your individual wins, to shape the narrative of the overall flow of the war. Playing up the early defeat of the defeat of the (insanely badly planned) Russian attack on Hostomel airport is a great examplepic.twitter.com/P9aZT4tCLS
These cardstacking examples might be clinical, such as video of a successful drone strike (side note: the fact that the Russians still allowing slow UKR drones to operate, despite all their airpower, is amazing display of ineptitude)pic.twitter.com/UiDZXZyUa5
Or it might be personalized, such as a UKR soldier in the wake of an ambush of a Russian column, walking about with the unmistakable swagger of a victor https://twitter.com/berojag59060636/status/1497584916443578373?s=20&t=DBn6Wc-Eq2nW4ps5MSd8WQ …pic.twitter.com/aSM2xReRaB
10) Mockery Russia's hope for a quick win, both vs UKR, but also the West in its potential response, depending on over-awing a dispirited foe. Mockery inverts that, making the attacker the butt of the jokes, making them seem small and absurd to accept as the victor.pic.twitter.com/pQ8UkPOa0a
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