Valeria Kovtun: A Ukrainian Voice in the Global Fight Against Disinformation
Valeria Kovtun, a Ukrainian media specialist and founder of Filter, Ukraine’s first government-backed media literacy initiative, stands at the forefront of the battle against disinformation. Her experience spans journalism, policy, and advocacy, and her work has taken her from the BBC to the Open Minds Institute, a cognitive defense agency. Kovtun’s dedication to media literacy stems from a deep interest in human behavior and a desire to empower individuals against manipulation. Her journey began in journalism, fueled by a curiosity about why people think and act the way they do. A stint at the BBC, a dream for aspiring Ukrainian journalists, broadened her horizons beyond reporting, leading her towards the realm of policy and governance. This path led her back to Ukraine, where she launched Filter, aiming to equip citizens with the critical thinking skills needed to navigate the treacherous waters of misinformation.
The full-scale Russian invasion of Ukraine in 2022 dramatically altered the landscape of Kovtun’s work. The focus shifted from long-term policy initiatives to immediate, on-the-ground action. Combating the deluge of Russian propaganda targeting both domestic and international audiences became paramount. Kovtun’s first-hand experience of being encircled within a dangerous area during the invasion provided her with invaluable insights into the insidious nature of disinformation and its real-world consequences. Witnessing how fake stories spread and the confusion they sowed solidified her resolve to combat these narratives. The experience emphasized the critical link between media literacy, survival, and effective decision-making, particularly in times of crisis.
Kovtun recognizes the evolving nature of the information environment. Traditional approaches to countering disinformation, such as fact-checking and presenting balanced perspectives, are often ineffective against the emotionally charged and rapidly spreading nature of modern propaganda. She advocates for a shift towards emotionally resonant narratives, recognizing that capturing public attention requires appealing to feelings as much as facts. Humor, Kovtun argues, is a potent weapon in this fight. Its ability to evoke positive emotions, particularly laughter, makes it more memorable and engaging than dry factual rebuttals. Humor also thrives on exposing contradictions, making it particularly effective against absurd propaganda narratives, such as the Kremlin’s claim of a "Jewish neo-Nazi" leading Ukraine. However, Kovtun acknowledges that sustaining humor in the face of constant existential threats and unrelenting negativity can be challenging, highlighting the need for diverse counter-propaganda strategies.
Kovtun emphasizes the importance of crafting compelling narratives that resonate with audiences. Russian propaganda, she notes, thrives on simplicity, repetition, and emotional appeals. She calls for a similar approach in promoting democratic values, arguing that abstract concepts like "democracy" must be translated into tangible, relatable stories that connect with people’s lived experiences. This narrative-driven approach, combined with humor and emotional engagement, offers a more effective antidote to the insidious simplicity of authoritarian propaganda.
The fragmentation of the information landscape, driven by social media and increasingly sophisticated AI tools, allows propaganda to target niche communities and exploit their specific vulnerabilities. Kovtun points to the targeting of Ukrainian war widows and families of missing soldiers as prime examples of this trend. The rise of online spirituality and mysticism, particularly among younger generations, offers another avenue for subtly disseminating propaganda through seemingly innocuous platforms like astrology websites and tarot readings. This highlights the need for constant vigilance and awareness of how propaganda adapts to digital culture.
Russian propaganda tailors its messages for both domestic and international audiences. Domestically, the Kremlin has cultivated a climate of distrust, suppressing dissent and fostering political apathy among educated citizens. This long-term strategy has created a fertile ground for the acceptance of propaganda narratives. Internationally, Russian propaganda utilizes localized approaches, creating media sources that blend local news with pro-Kremlin narratives. This tactic, combined with the exploitation of entertainment platforms and the growing interest in spirituality, allows for subtle dissemination of disinformation under the guise of innocuous content. Kovtun urges democratic institutions to recognize the limitations of traditional responses and embrace more creative, out-of-the-box strategies to counter the evolving tactics of authoritarian propaganda. She emphasizes the need for a multi-faceted approach, incorporating humor, emotional resonance, and targeted narratives to effectively challenge the insidious influence of disinformation in the digital age.
