‘Keeping an Eye on the Other Side’ RT, Sputnik, and Their Peculiar Appeal in Democratic Societies

Abstract

The reach of illiberal international propaganda outlets rests on citizens in democratic countries as recipients and potential disseminators. However, little research has scrutinised the audiences for such platforms. Why do audiences in democratic states consume content from such outlets, and how far do they actually align with it ideologically? The present research seeks to address this gap. Building on and extending the recent research findings of a large-scale survey, interviews with Swedish media consumers were conducted between 23 March and 13 April 2022, providing a unique close-up on a group of media consumers who stated that they consumed, among other alternative media, the Russian state-sponsored media outlets RT and Sputnik as part of their media diet. The findings, elicited through interviews and the Q-sort method, challenge previous research that presents this audience in a one-dimensional way. First, we investigate their alignment with different political narratives, identifying three different profiles. Although only one profile generally aligned with the RT/Sputnik messaging, almost all the participants appreciate the content and share it on social media. Secondly, we examine their rationale for consumption, revealing a diverse array of motivations, and leading us to theorise four distinct consumption profiles: Distant Observers, Reluctant Consumers, Media Nihilists and Establishment Critics. We interpret these results and discuss their broader implications, before reflecting on the complexities of characterising audiences consuming authoritarian international broadcasting.