Russian Official Discourse on the Georgian-Abkhaz Conflict in Online Media Coverage

Abstract

The article analyzes the role of Russian online media in shaping public opinion regarding the Georgian-Abkhazian conflict. It highlights how media influence society's perception and reaction to this conflict. The study covers the period from 2014 to 2023. The article identifies key focal points in media content: military cooperation, cultural and diplomatic integration, international recognition, and sanction pressure. Special attention is given to how media use narratives to strengthen patriotism and national identity. Abkhazia is portrayed not only as a key element of Russia's defense strategy but also as an important cultural link. The analysis also shows how media adapt content in response to the deterioration of relations with the West, enhancing perceptions of international injustice by focusing on sanctions and diplomatic challenges. The influence on the audience through social media is considered. Media are implementing new digital formats for more effective dissemination of key narratives. In conclusion, the study emphasizes the significance of media campaigns for state interests, their ability to mobilize public sentiment in support of Russia's strategic goals, and to maintain a balance between hard power and soft power in international relations.