That Uplifting Tweet You Just Shared? A Russian Troll Sent It
Professional trolls don’t go on social media to antagonize liberals or belittle conservatives. They are not narrow minded, drunk or angry.
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Disinformation operations aren’t typically fake news or outright lies. Disinformation is most often simply spin. Spin is hard to spot and easy to believe, especially if you are already inclined to do so. While the rest of the world learned how to conduct a modern disinformation campaign from the Russians, it is from the world of public relations and advertising that the IRA learned their craft. To appreciate the influence and potential of Russian disinformation, we need to view them less as Boris and Natasha and more like Don Draper.
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As good marketers, professional trolls manipulate our emotions subtly. In fall 2018, for example, a Russian account we identified called @PoliteMelanie re-crafted an old urban legend, tweeting: “My cousin is studying sociology in university. Last week she and her classmates polled over 1,000 conservative Christians. ‘What would you do if you discovered that your child was a homo sapiens?’ 55% said they would disown them and force them to leave their home.” This tweet, which suggested conservative Christians are not only homophobic but also ignorant, was subtle enough to not feel overtly hateful, but was also aimed directly at multiple cultural stress points, driving a wedge at the point where religiosity and ideology meet. The tweet was also wildly successful, receiving more than 90,000 retweets and nearly 300,000 likes.
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The Russians know that, in political warfare, disgust is a more powerful tool than anger. Anger drives people to the polls; disgust drives countries apart.
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Russia’s goals are to further widen existing divisions in the American public and decrease our faith and trust in institutions that help maintain a strong democracy.
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the IRA encourages us to vilify our neighbor and amplify our differences because, if we grow incapable of compromising, there can be no meaningful democracy. Russia has dug in for a long campaign. So far, we’re helping them win.
Professional trolls don’t go on social media to antagonize liberals or belittle conservatives. They are not narrow minded, drunk or angry.
...
Disinformation operations aren’t typically fake news or outright lies. Disinformation is most often simply spin. Spin is hard to spot and easy to believe, especially if you are already inclined to do so. While the rest of the world learned how to conduct a modern disinformation campaign from the Russians, it is from the world of public relations and advertising that the IRA learned their craft. To appreciate the influence and potential of Russian disinformation, we need to view them less as Boris and Natasha and more like Don Draper.
...
As good marketers, professional trolls manipulate our emotions subtly. In fall 2018, for example, a Russian account we identified called @PoliteMelanie re-crafted an old urban legend, tweeting: “My cousin is studying sociology in university. Last week she and her classmates polled over 1,000 conservative Christians. ‘What would you do if you discovered that your child was a homo sapiens?’ 55% said they would disown them and force them to leave their home.” This tweet, which suggested conservative Christians are not only homophobic but also ignorant, was subtle enough to not feel overtly hateful, but was also aimed directly at multiple cultural stress points, driving a wedge at the point where religiosity and ideology meet. The tweet was also wildly successful, receiving more than 90,000 retweets and nearly 300,000 likes.
...
The Russians know that, in political warfare, disgust is a more powerful tool than anger. Anger drives people to the polls; disgust drives countries apart.
...
Russia’s goals are to further widen existing divisions in the American public and decrease our faith and trust in institutions that help maintain a strong democracy.
...
the IRA encourages us to vilify our neighbor and amplify our differences because, if we grow incapable of compromising, there can be no meaningful democracy. Russia has dug in for a long campaign. So far, we’re helping them win.