Digital Propaganda on X : A discourse analysis of the Russian Embassy’s in Sweden posts on X

This thesis investigates the role of the Russian Embassy in Sweden in influencing Sweden, focusing on its use of social media during Russia’s war in Ukraine and Sweden’s NATO application process. While previous research has explored state-sponsored media and their impact on Sweden, little attention has been given to embassies’ roles despite their central role in public diplomacy and propaganda. Russia has increasingly encouraged its embassies to emphasise social media and respond quickly to events, making this an important yet underexplored area. Addressing this gap, this thesis analyses the embassy's posts on X (formerly Twitter) using discourse analysis and a theoretical framework of discourse theory and digital propaganda. The analysis identifies six recurring themes in the embassy’s discourse: Russophobia, Sweden in the war, war crimes, the economy, Sweden and NATO, and Nord Stream. It finds that the embassy’s discourse selectively omits relevant facts to present an alternative truth. Moreover, the analysis finds that the embassy’s approach to posting aligns with the characteristics of digital propaganda. By leveraging previous academic literature and situating the embassy’s role within the broader Russian influence network, this thesis demonstrates that the Russian Embassy in Sweden plays a complementary role in Russia's multichannel influence strategy. It highlights how the embassy disseminates themes consistent with other Russian actors, contributing to broader propaganda efforts. This study provides insights into how embassies function as tools of influence, offering implications for countering similar operations in other contexts.