When we think of war, we tend to think of soldiers physically fighting on the frontlines, however the Russia-Ukraine war exceeds the frontlines, it has become a modern conflict that has shaped public perception by misinformation and propaganda. The war has shown us that wars are not just fought on the ground but through the minds of the people, often through social media, political speeches and news telegrams. This article aims to dive into the psychological side of warfare.
Persuasion in psychology is known as the process of changing someone’s view, opinion or beliefs through emotional and logical appeals. Robert Cialdini’s ‘Principles of Persuasion’ include six foundation principles that influence human behaviour and decision-making. They include: Reciprocity, Scarcity, Authority, Commitment and Consistency, Liking, and Consensus.
Reciprocity can be seen through nations and alliances like NATO who use aid diplomacy to create a sense of loyalty and obligation. Zelensky often thanks nations publicly, reinforcing the mutual sense of continued support. However Russia uses it domestically by framing war as something that is defending ethnic Russians in Donbas, suggesting how Russia is repaying its loyalty to people abroad.
Authority is used by Putin as he is flanked by generals or Orthodox church leaders, projecting his authority and legitimacy, making his invasion justifiable. Ukraine on the other hand, leverages western authority, Zelensky’s speeches in parliament and summits makes him appealable to institutions like NATO and the EU, giving Ukraine credibility and aligning it with trusted global powers.
Russia’s state media often presents Putin as a figure of authority who is trying to defend Russian identity using emotional storytelling in order to justify the actions of his military and manipulate his citizens into thinking there is no wrong in the Russians actions.
On the other hand, Ukraine’s message focuses on the unity, democracy, and resistance, making them appealing to global empathy. The ‘stand with Ukraine’ movement on social media is an example of the persuasion through emotional and moral alignment, rather than just the logic of individuals.
The social identity theory proposed by Henri Tajfel and John Turner (1979) explained that people derive part of their self from group membership. Leaders and the media often exploit this by strengthening the in-group loyalty and framing the out-group as a ‘threat’. An example being the Russian narrative that emphasises defending the culture from the Western influence, while Ukraine and NATO promote freedom and democracy.
Confirmation bias also plays a key role, people often seek information that confirms their opinions and beliefs, leading them to ignore and contradictory evidence. This can be done through social media; algorithms often show like-minded behaviour which deepens political divides.
By understanding the psychology behind propaganda and persuasion, it explains modern warfare, and also helps us to protect the democratic society from manipulation. As we fight for the truth, it wont just occur through political institutions but also within the human mind.
BY CLEMMIE HARRIS