Kremlin pushes “Nazi” narrative over 4,000 times to justify war in Ukraine

A recent study supported by the Babyn Yar Holocaust Memorial Center has uncovered that Russian state media used the term “Nazism” in over 4,200 news segments from 2012 to 2024—most of them aired on major Russian TV channels. The frequency of such mentions quadrupled after the full-scale invasion of Ukraine in 2022, signaling a deliberate propaganda campaign designed to justify aggression and paint Ukraine as a neo-Nazi state that must be “liberated.”

Researchers found that 62% of references to Nazism in Russian media were emotionally charged, often framed with accusations and inflammatory language aimed at sparking fear, anger, or hatred. Only 12% were neutral or factual in tone. 

The rhetoric intensified after the 2014 Revolution of Dignity in Ukraine, with Russian media increasingly pushing the message that “neo-Nazis” had taken over the Ukrainian government. By 2024, claims that Ukraine is governed by a “Nazi regime” featured in 30% of all anti-Ukrainian stories on Russian television—almost double the percentage from 2022.

Television remains the Kremlin’s most powerful propaganda tool. About 64% of Russians rely on TV as their main news source, with that number rising to over 80% among older demographics. People aged 55 and above, who make up the majority of the electorate, spend an average of five hours a day watching television—two of which are dedicated to news and political talk shows. In the 2024 presidential election, 90% of this group reportedly cast ballots, making them a crucial audience for the government’s messaging.

In this context, the narrative that “Russia is saving Ukraine from Nazism” has become the centerpiece of wartime propaganda, making up 39% of all pro-war messaging and dominating 80% of content since 2022. Secondary narratives focus on “protecting the historical truth about World War II” and preserving “sacred memory of Nazi victims.”

The study also shows that the Kremlin’s campaign isn’t limited to Ukraine. About 43% of all references to Nazism in Russian media target Western institutions and nations, such as the U.S., EU, and NATO. The narrative suggests the West is supporting neo-Nazis, rewriting history, and even fueling the war through Ukraine. Germany, Poland, and the Baltic states—countries that strongly support Ukraine—are among the most frequently targeted.

Researchers conclude that the Kremlin is weaponizing the trauma of World War II to craft a mythic, emotionally resonant narrative—positioning Russia not as the aggressor, but as the global savior once again standing against Nazism.