When the media goes to war: How Russian news media defend the country’s image during the conflict with Ukraine

Abstract

Using the country image repair framework, this study analyzed two opinion columns in major Russian state-controlled media outlets with content related to the Russian–Ukraine conflict, Russia Today (RT) and Sputnik, from 24 February 2022 to 20 May 2022. A thematic content analysis was used to examine 60 articles by RT and 70 articles on Sputnik. Results from the analysis determined that the five strategies of country image repair, except for mortification, were used in an attempt to legitimize the conflict in Ukraine and restore the image of Russia. Theoretical and practical implications of the results are discussed in the context of a repressive news media environment.