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Kremlin Plans to Streamline Its Ideological Messaging Across All Communication Channels

1 min read
Moscow_Kremlin
Panorama of the Moscow Kremlin from the Bolshoy Kamenny Bridge. Author: Mineeva Yu. (Julmin) (retouched by Surendil)

The Kremlin is currently discussing the creation of a unified ideological narrative to be broadcast across all levels of communication — from federal TV channels to local online communities.

According to sources, this initiative gained momentum following a series of publications by Alexander Kharichev, head of the Presidential Administration’s internal policy department. Officials overseeing domestic messaging have concluded that the current situation — marked by a patchwork of ideological “compotes” — is no longer effective.

As one insider put it, each segment of the pro-government audience today consumes its own version of patriotic discourse: for hardline Z-patriots, it’s Solovyov; for traditionalists, Dugin; and for moderates, the “New People” party and loyal liberal figures. While all these groups support the state and its key decisions, their differing interpretations and occasional disagreements create a fragmented ideological picture.

Now, the Kremlin aims to unify these approaches. While the envisioned system is still far from the Soviet model — where ideology was dictated through Politburo speeches and Pravda editorials — “movement in that direction has begun,” according to the source.

Plans include codifying the ideological foundations into manuals or booklets that would be distributed across schools, universities, media organizations, and even corporate environments.

The initiative is being framed as a response to shifting public sentiment. “Sociological research shows that ideology is no longer something people fear. Ten years ago, most Russians were against it. Today, there is growing demand for clear ‘frames of meaning’,” the source explains. According to them, the ongoing conflict with the West and the protracted war in Ukraine have made citizens seek not so much rational understanding as a sense of shared values and purpose.

The need for ideological cohesion will only grow after the war ends. “To maintain governability, the ideological machine must be fully synchronized. Right now, it contains too many internal contradictions — and that’s the problem they’ve decided to fix,” the source concludes.

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