How Propaganda Wins

Why do millions of Russians trust state television even when its lies seem obvious? How Propaganda Wins offers a bold new answer. This book argues that authoritarian media doesn't just persuade or intimidate but it serves. Drawing on cutting-edge analysis of Russian prime-time propaganda reporting and extensive original surveys, the book introduces the theory of 'service propaganda,' the strategy of winning loyalty by affirming citizens' identities, validating their worldview, and meeting their everyday informational needs. The result is genuine trust that makes citizens receptive to disinformation, resistant to independent journalism, and willing to accept a brutal war. Comparing Russia to autocracies from China to Hungary, and drawing lessons that reach into democratic societies, How Propaganda Wins is a crucial account of how modern propaganda works and what it takes to fight it.