From Nazism to “Denazification”: The Transformation of a Historical Concept in Russian War Propaganda

Abstract This article examines how the historical concept of Nazism has been transformed into a propaganda narrative within Russian state media discourse. Since the full-scale invasion of Ukraine in 2022, Russian leaders have repeatedly justified military action through the language of “denazification.” While prominent in wartime rhetoric, this narrative developed gradually over the previous decade. The study analyzes 4,263 television broadcasts from three major Russian state-controlled channels between 2012 and 2024 to trace how references to Nazism evolved across key political crises, including the Euromaidan protests, the annexation of Crimea, the war in the Donbas, and the full-scale invasion of Ukraine. Combining quantitative content analysis with qualitative discourse analysis, the article identifies the principal narrative functions performed by the “Nazism” label in Russian television coverage. The findings show that the term gradually shifted from sporadic rhetorical accusations to a central interpretive framework used to delegitimize Ukraine, portray Russia as a defender against fascism, and justify military intervention. By linking contemporary conflict to the symbolic legacy of the Second World War, Russian media narratives transform historical memory into a strategic instrument of political communication.