Russian Propaganda from V to Z: Projecting Banal and Everyday Nationalism in Unsettled Times

Abstract How do autocracies use nationalism to normalize and contain unsettled times? The full-scale invasion of Ukraine in 2022 marked a decisive point in Russia’s politics from which there could be no return to an antebellum normality. Rather than attempt to mobilize the Russian public to war, state-run television sought to normalize the war as a banal reality for domestic audiences. Drawing on a content analysis of 1,575 reports from the state-run First Channel [ Pervyi Kanal ] from 2022 to 2024, this article argues that the Ukrainian regions occupied by Russia — the so-called “new regions” — are crucial to this strategy through their incorporation into banal nationalist depictions of Russia. In turn, televised depictions of residents in the “new regions” confer emotional weight and moral examples for ordinary Russians through their everyday practices: their fortitude in voting for Putin despite ongoing attacks; through their shared excitement in acquiring routine aspects of daily life from passports to pensions; and through their embodiment of Russia’s future. In the process, media depictions normalize imperial nationalist justifications for Russia’s occupation of Ukrainian territory in terms of the distinctiveness of the Russian people, Russia’s civilizing mission, and presentation of its war as defensive.