Are Canadians immune to Russian propaganda? New research says you’ve likely already seen it on social media

TORONTO, July 11, 2022–  Canadians are being exposed to pro-Kremlin propaganda. Slightly over half of Canadians (51%) reported encountering at least one pro-Kremlin claim about the Russia-Ukraine war on social media, according to new research from the Social Media Lab at the Ted Rogers School of Management. 

In recent years, Russia has deployed bots, trolls and hackers across social media and the internet, as part of Russia’s goal to shape their public perception on the world stage. These tactics are in an effort to curate a more favorable environment for their agenda in Ukraine, as well as other areas of geopolitical interests. 

The report (external link, opens in new window) , authored by Anatoliy Gruzd (Canada Research Chair), Philip Mai, Felipe Bonow Soares and Alyssa Saiphoo, from the Social Media Lab shows that the most prevalent claim, encountered by 35% of Canadians, was “Ukrainian nationalism is a neo-Nazi movement.” The report also shows that Canadians who hold right-leaning views are more likely to believe in pro-Kremlin propaganda overall as compared to Canadians who hold mixed or left-leaning views. Furthermore, Canadians who believe in pro-Kremlin propaganda are more likely to rely on social media for news about the war than those who do not believe.

“The research provides evidence that the Kremlin’s disinformation is reaching more Canadians than one would expect,” said Gruzd, Director of Research. “Left unchallenged, state-sponsored information operations can stoke societal tensions and could even undermine democracy itself.”

“The perils of pro-Kremlin propaganda are real, and we should not underestimate its potential to shape public perception in Canada,” said Mai, Director of Business and Communications. “The aim of an information operation is not necessarily to make everyone believe. It is often sufficient to sow doubt and confusion, as well as to delay or derail consensus amongst one’s adversaries, their allies, and bystanders.” 

The Social Media Lab (external link)  is an interdisciplinary research laboratory at the Ted Rogers School of Management at Toronto Metropolitan University. The lab studies how social media is changing the ways in which people and organizations communicate, disseminate information, conduct business and form communities, and how these changes impact society. The broad aim of the lab’s various research initiatives is to advance the public’s understanding of the benefits and pitfalls of social media adoption.

For more information about the research or to speak to the report’s authors, please contact:

Social Media Lab: info@socialmedialab.ca

Cassandra Earle

Media and Rich Content Specialist, Ted Rogers School of Management

cassandra.earle@torontomu.ca