Publication

Russian Embassy in the Slovak Information Space

Russian Embassy in Slovak Information Space Cover PIcture

Since Russia’s annexation of Crimea in 2014, dis/information operations have emerged as a key instrument of hybrid threats, not only in Central and Eastern Europe (CEE), challenging democratic societies and their institutions worldwide. Among CEE nations, Slovakia finds itself at the forefront of these activities, facing a sustained influx of pro-Kremlin and Kremlin-originated narratives aimed at influencing public opinion and undermining trust in democratic values and processes. These influence operations are not isolated campaigns but part of a broader strategic effort to reshape perceptions, erode support for Ukraine, and foster divisions within European societies, exemplified by campaigns such as the Doppelganger campaign.

Slovakia is particularly vulnerable to Russian disinformation due to historical, cultural, and political ties that Moscow has long sought to exploit. According to GLOBSEC Trends 2024, the tangible impact of these operations is evident: the perception of Russia as a security threat has sharply declined in Slovakia, from 69% in 2022 to 49% in 2024. Furthermore, only 41% of Slovak respondents blame Russia for the war in Ukraine, the lowest figure among Central and Eastern European countries. Meanwhile, 51% attribute responsibility either to Ukraine— due to the alleged oppression of Russian-speaking populations—or to Western provocation, underscoring the success of Kremlin-backed narratives in distorting reality and sowing confusion.

For Slovakia, Kremlin-affiliated and pro-Kremlin narratives represent a concern, characterised by a continuous stream of messaging aimed at manipulating public opinion, undermining democratic institutions and processes, and shaping perceptions in favour of Russian interests. This report aims to shed light on the dynamics of Kremlin-affiliated narratives in Slovakia, specifically focusing on their spread through two social media platforms - Facebook and Telegram. While Facebook is the most popular social media platform in Slovakia, Telegram has been gaining increasing popularity, particularly due to its lack of moderation and claims of “alleged” censorship and denial of freedom of speech on other platforms.

The following analysis iexamines the narratives spread by the Russian Embassy in Slovakia on its Facebook and Telegram channels, as the primary Kremlin-affiliated source in the country, covering two timeframes: 1 August 2024 to 31 October 2024, and 1 January 2024 to 31 October 2024.

 

Russian Embassy in Slovakia

The Russian Embassy in Slovakia is the most prominent source directly spreading Russian propaganda through its official Facebook and Telegram channels in the Slovak information space. Its Facebook account, Veľvyslanectvo Ruska na Slovensku/ Посольство России в Словакии, has 68k followers and is one of the most followed and interacted with Russian Embassy social Telegram account, 🇷🇺 🇸🇰 Veľvyslanectvo Ruska na Slovensku 🇷🇺 🇸🇰, has 3,6k followers.

Facebook and Telegram Posts by the Russian Embassy (August–October 2024)

A short-term analysis of the top 50 most interacted-with Facebook and Telegram posts by the Russian Embassy in Slovakia revealed a deliberate strategy that combines historical, cultural, and geopolitical messaging to shape perceptions of Russia. Both platforms reflected overlapping narratives but employed distinct tones and approaches, tailored to their respective audiences and engagement strategies.

Key Narratives Across Platforms

1. Commemorative and Historical Narratives (24 posts on Telegram, 23 on Facebook):
The 80th anniversary of the SNP was a central theme on both platforms. Posts highlighted Soviet contributions to Slovakia’s WWII liberation through events such as wreath-laying ceremonies, participation in official commemorations, and hosting a Russian delegation received by Slovak Prime Minister Robert Fico. These narratives emphasised Slovak-Russian historical ties and gratitude for Soviet sacrifices, framing modern Russia as the custodian of this shared legacy.

2. Anti-Western narratives (5 posts on Telegram, 4 on Facebook): On both platforms, posts criticised NATO, the United States, and Western nations, accusing them of destabilising Eastern Europe and promoting imperialistic agendas. Posts frequently cited alleged NATO provocations, Western interference, and the sabotage of critical infrastructure such as Nord Stream.

Telegram content was more explicit and confrontational, targeting niche audiences, whereas Facebook maintained a more restrained tone. For instance, on August 9, 2024, the Russian Embassy posted: “Medvedev: The German newspaper Bild has published a revanchist article proudly announcing the return of German tanks to Russian soil. In response, we will do everything in our power to bring the latest Russian tanks to the Platz d. Republik.

3. Military updates (9 posts on Telegram, 6 on Facebook):
Posts defending Russia’s military actions in Ukraine framed them as justified responses to Western and Ukrainian aggression. Telegram focused on territorial gains and alleged Ukrainian "war crimes," portraying Russia as a defender of sovereignty and stability. On Facebook, similar themes were presented using more formal language.

4. Slovak-Russian cooperation (5 posts on Telegram, 4 on Facebook):

Both platforms highlighted diplomatic ties, cultural exchanges, and interactions with Slovak officials. On Facebook, posts included an interview with Slovak Prime Minister Robert Fico on Russian state media and a meeting between Russian Foreign Minister Sergei Lavrov and Slovak Foreign Affairs Minister Juraj Blanár. These posts challenged the EU’s narrative of unity against Russia by portraying Slovak politicians as cooperative or sympathetic towards Russian interests.

5. Russian Cultural Promotion (4 posts on both platforms):

Cultural diplomacy was a recurring theme, with posts celebrating Russian heritage, art, and historical achievements to foster goodwill and promote a positive image of Russia.

6. Other Themes:

  • Tributes (1 post on each platform): Honouring Slovak WWII veterans and Soviet war memorials.
  • Regional Cooperation (1 post on each platform): Highlighting Russian leadership in forums like the Commonwealth of Independent States (CIS).
  • BRICS and Multipolarity (1 post on Facebook only): Promoting Russia’s global partnerships and leadership in the Global South.

Comparison: Facebook vs. Telegram

Although the narratives overlap, Facebook and Telegram exhibit distinct strategies. Telegram serves as the Embassy’s primary channel, with 3,325 posts and approximately 70,000 engagements during the period, compared to 574 posts and over 78,000 engagements on Facebook. Telegram’s content is more frequent and provocative, focusing on hardline narratives to consolidate ideological support. Facebook, while less frequent, generates higher interactions per post, reflecting Facebook’s status as the most popular platform in Slovakia.

On Facebook, the Embassy employs a formal, diplomatic tone, targeting the general Slovak population with the promotion of Russian culture and history, often emphasising commonalities. Notably, key events such as Slovak Prime Minister Robert Fico’s interview on Russia’s state channel Rossiya 1 and the meeting between Slovak Foreign Affairs Minister Juraj Blanár and Russian Foreign Minister Sergei Lavrov were reported exclusively on Facebook. This suggests that the Embassy aimed to use these events to attract new supporters in Slovakia via Facebook, as the Telegram audience is already largely pro-Russian.  

In contrast, Telegram prioritises more controversial narratives on NATO, Ukraine, and conspiracies against the West. The Embassy’s Telegram posts more frequently focused on updates from the frontlines and the situation in regions like Kursk, reflecting its intent to attract ideologically aligned audiences with polarising and hardline content.

Facebook Posts by the Russian Embassy (January – October 2024)

From 1 January 2024 to 31 October 2024, the Russian Embassy in Slovakia published 2,377 posts on its official Facebook page. Compared to other Russian embassies in the region, the representation in Bratislava is among the most active on Facebook. While the Embassy was most active in February, publishing the highest number of posts, the posts that resonated most with its audience were published in August.

In August, the Embassy’s communication focused on commemorating the 80th anniversary of the Slovak National Uprising and the “Soviet heroes liberators”. A  video featuring a BRAT za BRATA member painting over the Ukrainian flag on a soviet tank in Dargov garnered over 56,000 views. Dargov is a village in the eastern part of Slovakia. During the WWII and the liberation of Czechoslovakia, significant battles were fought at the Dargov Pass between the mountain ranges.

To commemorate the number of fallen soldiers, old Soviet equipment, including a T-34 Soviet tank, is displayed in Dargov. After the full-scale invasion of Ukraine, a Ukrainian flag was painted on the tank by an anonymous individual as a show of support for Ukraine. The Embassy’s video, which also features BRAT za BRATA representatives painting red Soviet stars on the old military equipment, showcases close and systematic cooperation between the Embassy and the motorcycle group.

Network on Facebook

An analysis of social media accounts most frequently shared by the Russian Embassy revealed that the Embassy’s Facebook page has been sharing content from various Russian state-affiliated media, government entities, and organisations. While the Facebook page primarily shares information from the Telegram channel of TASS and the Facebook account of the Russian Foreign Ministry (МИД России), other prominent sources shared by the Embassy in the past included РИА Новости (RIA Novosti) and RT на русском (RT in Russian), both of which are critical components of Russia’s propaganda machinery.

In addition, the Embassy’s amplification extends beyond media organisations, incorporating cultural and historical entities such as Российская газета (Russian Gazette), Культура.РФ (Culture.RF), and the Russian Historical Society, as well as outlets such as Новости Первого канала (Channel One News) and Роскосмос (Roskosmos, Russian space agency). Organisations, like Русский дом в Братиславе (Russian House in Bratislava) and Slovak sympathiser groups, such as Zachováme pamiatku (We will keep the memory) and Členovia a sympatizanti SZPB (Members and supporters of the Slovak Union of Anti-Fascist Fighters), promote specific cultural cooperations, historical narratives, and celebrations of Soviet liberators. By disseminating this content, the Embassy aligns with Russia's broader public policy of promoting cultural closeness and shared history to strengthen its sphere of influence.

The top accounts sharing the content of the Russian Embassy include “Members, sympathisers, Slovak Association of Anti-Fascist Fighters”, “We will preserve the memory”, Russian Centre in Presov”, “History Club of the Great Patriotic War”, “Society of Compatriots and Friends of Russia” and others. These accounts highlight the target audiences of the Embassy’s public diplomacy efforts and the systematic work of the Embassy to leverage history and culture for its benefit.

 

Telegram Posts by the Russian Embassy (January – October 2024)

From 1 January 2024 to 31 October 2024, the Russian Embassy in Slovakia published over 12,600 posts on its official Telegram channel, more than five times the number of posts published on its Facebook page.

The Embassy’s post with the most interactions on Telegram during the long-term monitoring period was from 15 May 2024 featuring President Vladimir Putin’s message to Slovak President Zuzana Čaputová following the attempted assassination of Prime Minister Robert Fico.

However, the post that received the most viewsover 74, 730 viewshighlighted the 18th edition of the “Russian word” contest-festival, which was attended by over 200 young participants. The festival is organised by the Union of Russians in Košice and is, according to the Embassy, “since 2009 officially registered by the Slovak Ministry of Education.”

Network on Telegram

The Telegram channel of the Embassy reflects a strong alignment with Russian state-affiliated media and government narratives, based on an analysis of the sources the channel shares most frequently. The most referenced channel is РИА Новости (RIA Novosti), followed by TASS, another state-owned news agency.

The Telegram channel of the Russian Embassy is amplified by a network of channels that blend official, semi-official, and problematic Slovak sources known for spreading pro-Kremlin narratives, aiming to disseminate Russian messaging to diverse audiences.

At the forefront is the Embassy's affiliated channel, Veľvyslanectvo Ruska na Slovensku Chat, which serves as an extension of its official communications. This is complemented by Pravda víťazí (Truth Prevails), a Telegram channel that participated in the Russian information operations “Cemetery Ladomirova” in 2022.

Other significant amplifiers include tvotv.sk, an outlet identified by the project "Hoaxy a podvody" (Hoaxes and Fraud) as part of a wider network of international pro-Kremlin channels spreading Kremlin propaganda. As observed from the image below, tvotv.sk has become one of the main disseminators of pro-Russian narratives on Telegram.

Another channel amplifying the Embassy's content is Infokanál Klubu nekonvenčne mysliacich (Info Channel of the Club of Unconventional Thinkers), which claims to provide information allegedly ignored by mainstream media. Other channels include KSB Správy and Casus Belli Live, both known for propagating Russian geopolitical and militaristic perspectives. Niche Slavic groups, such as Slovanský Svet (Slavic World), Slovanské Noviny (Slavic News), and ČERVENÁ HVIEZDA (Red Star), also amplify the Embassy’s messaging.

In addition to state-controlled media, the channel amplifies official government narratives through МИД России 🇷🇺 (Russian Foreign Ministry) and individual public representatives like Мария Захарова, the spokesperson for the Russian Foreign Ministry. Other significant channels which content the Embassy shares include Русский дом (Russian House), a cultural promotion entity, and Война с фейками (War on Fakes), a channel dedicated to countering narratives it labels as "fake news”.

Furthermore, content from Kremlin-linked sources like Кремль. Новости (Kremlin News) and Минобороны России (Russian Ministry of Defence) demonstrates that the channel streamlines Kremlin propaganda into Slovak information space.

Engagement with Slovak Telegram channels was also observed, such as Pravda víťazí (Truth Prevails), known for spreading pro-Kremlin content, and Slovanský výbor (Slavic Committee).

 

Methodology

The tool used in this analysis was Gerulata Juno, a social media monitoring and analysis platform. Gerulata Juno offers extensive data-gathering capabilities across multiple social media channels, including Facebook and Telegram. The scope of research focused on these two platforms due to their relevance and prevalence in the Slovak information landscape.

Pro-Kremlin narratives and narratives aligned with pro-Kremlin interests

For the purposes of this analysis, pro-Kremlin narratives and narratives aligned with pro-Kremlin interests were defined as follows:

Pro-Kremlin (or pro-Russia) narratives referred to narratives that explicitly promote, justify or defend the policies, actions, and viewpoints of the Kremlin (Russian government) and affiliated entities. These narratives aim to shape public opinion in favour of Russia's official stance while discrediting Western institutions, democratic processes, or political opponents.

Characteristics of such narratives include:

  • Direct support for the Kremlin's official policies and narratives.
  • Clear alignment with Russia's geopolitical interests.
  • Frequent dissemination through state-sponsored media, proxies, and official government channels.

Example: Narratives claiming that NATO expansion threatens Russia or that Ukraine is governed by Nazis.

Narratives aligned with pro-Kremlin interests referred to narratives that, while not directly endorsing the Kremlin or Russian government, indirectly benefit Russia's strategic, political, or geopolitical goals. These narratives may support Russia's objectives by undermining Western unity, exploiting social or political divisions, or eroding trust in democratic processes.

Characteristics include:

  • Undermining Transatlantic unity, Western governance principles, and bilateral relations.
  • Undermining democratic institutions, processes, values, rights and freedoms.
  • Often amplified by actors who may not have formal ties to the Kremlin.

Example: Narratives promoting scepticism towards the independent media or spreading gender-based disinformation.

The analysis maps narratives disseminated by the Russian Embassy in Slovakia by analysing 50 posts on Facebook and Telegram, selected based on the number of interactions, during the monitoring period from 1 August 2024 to 31 October 2024. The Embassy’s Facebook account, Veľvyslanectvo Ruska na Slovensku/ Посольство России в Словакии, has over 68, 000 followers, while its Telegram account, 🇷🇺 🇸🇰 Veľvyslanectvo Ruska na Slovensku 🇷🇺 🇸🇰, has over 4,900 followers. 

It also examines the Embassy's long-term communication on Telegram and Facebook, spanning from 1 January 2024 to 31 October 2024 and explores whether specific events or historical anniversaries were leveraged to propagate particular narratives and identified which posts resonated most with audiences on these platforms.

Additionally, it provides insight into a network of sources linked to the Embassy through one-way or mutual amplification of content on either Facebook or Telegram. The provided metrics, regularly updated by the monitoring tool, were limited by the timeframe in which the channels were uploaded to Gerulata Juno and started to be monitored. Metrics for each channel reflect the entire monitoring period of that channel. For instance, if a channel has been monitored for two years, the metrics provide information for those two years. 

 

This report was written through the Information Defence Alliance project and it is a public task financed by the Ministry of Foreign Affairs of the Republic of Poland within the grant competition “Public Diplomacy 2024-2025 – the European dimension and countering disinformation.”

The opinions expressed in this publication are those of the authors and do not reflect the views of the official positions of the Ministry of Foreign Affairs of the Republic of Poland.

Logo of Ministry of Foreign Affairs of Poland

 

Authors

Research Fellow, Centre for Democracy & Resilience

Senior Research Fellow, Centre for Democracy & Resilience

Authors

Research Fellow, Centre for Democracy & Resilience

Senior Research Fellow, Centre for Democracy & Resilience