Lessons from “This is Not Propaganda”

My reading list in recent years has included many fantastic and timely books, one of which is “This is Not Propaganda: Adventures in the War Against Reality” by Peter Pomerantsev. A British journalist and the child of Soviet dissidents, Pomerantsev explores how information is controlled and manipulated through a blend of personal stories, historical context, and investigative journalism. The book is engaging and easy to follow. While it has a Soviet/Russian focus, its examples span other contexts, offering broadly applicable lessons. I highly recommend it.

Many of us are familiar with the basics of Russian disinformation, including its infamous troll factory, the “Internet Research Agency”. Among other things, Pomerantsev interviews Lyudmila Savchuk, who infiltrated the Internet Research Agency in early 2015, and saw firsthand the tactics of disinformation agents (you can find her full story here).

But “This is Not Propaganda” dives deeper into the techniques, which go beyond flooding the internet with biased or completely fabricated information. Below are some key takeaways I got out of the book, organized around practical advice for navigating and countering these tactics — including ways they can be used positively.

Don’ts

1. Don’t waste time arguing with skeptics you don’t know. An obvious goal of disinformation agents, but one that’s still worth highlighting, is to lure his targets into endless arguments and waste their time and energy, leaving less of both for productive activities. Of course, it can be difficult to tell a disinformation agent — especially one who is not a bot — from a regular skeptic. My personal rule is that I don’t engage with someone whose identity I’m unsure of unless I think others would benefit from seeing the exchange.
2. Don’t act as though the opposing viewpoints come from an organized group. For example, referring to opponents collectively as “they” risks reinforcing the illusion of a large, cohesive group supporting a disinformation narrative. One tactic of disinformation agents is to exaggerate their influence, creating the impression of widespread agreement with their story. While some abhorrent views are indeed widely held, be careful not to inflate the appearance of an organized contingent without evidence, as this can unintentionally bolster the messaging of the disinformation agent.
3. Don’t become cynical. While a disinformation agent would love nothing more than to convince their targets, a close second is to make the targets cynical. By accusing dissenters of being paid stooges (ironic, right?), pointing out institutional flaws, and promoting “everyone is corrupt” rhetoric, disinformation agents aim to erode trust, normalize failures, and create apathy. This dampens motivation for collective action and shifts focus away from the real bad actors. For example, the Kremlin often portrays Western democracies as equally corrupt to undermine support for democratic ideals. To fight cynicism, connect with like-minded individuals for support and mutual encouragement. Highlight tangible successes of honest leaders or institutions to restore faith in positive change. Build trust and engagement by initiating community dialogue and identifying actionable ways people can contribute to being part of the solution.

Dos

1. Appeal to your audience’s interest. Tailor your argument to highlight aspects of the issue that resonate with your audience’s priorities. For example, the pro-Brexit campaign effectively targeted diverse groups by addressing their specific concerns — such as focusing on the EU’s animal rights record to engage animal welfare advocates. Understanding what your audience cares about and connecting it to your argument significantly improves your chances of persuading them.
2. Use laughtivism. Acts like pranks, memes, and satirical performances can build community, draw widespread attention, and undermine authority without direct confrontation. By making leaders look absurd, laughtivism disarms power. Both Russia’s Putin and China’s Xi have suppressed laughtivism directed at them, highlighting its potential to undermine authoritarian control (see here and here).
3. Recognize strawman arguments. A strawman argument misrepresents an opponent’s position to make it easier to attack. Disinformation agents often exaggerate, distort, or oversimplify the opposing view, spreading it widely to create confusion and discredit legitimate ideas. By attacking the false narrative, they erode trust in the real argument and shift focus away from substantive debate. Point out these strawman arguments when you see others engage with them and don’t fall for them yourself.

If you have other suggestions for combatting disinformation, leave them in the comments. And do read the book!