Life through grey-tinted glasses: how do audiences in Latvia psychologically respond to Sputnik Latvia’s destruction narratives of a failed Latvia?

Abstract

ABSTRACT Although concern about the effects of international audiences consuming Russian state-sponsored media has been expressed, little empirical research examines this. The current study asks how audiences in Latvia respond to narratives projected by Sputnik Latvia – a Kremlin-financed news outlet. We begin a tripartite methodological approach with an analysis of the types of narratives the outlet projects. We then test how ethnic Latvian and Russian-speaking participants in Latvia respond to destruction narratives that portray Latvia as “failing,” the most prominent type in our analysis. We use two survey experiments that test an existing hypothetical mediation model predicting an array of affective and trust responses. We find evidence that exposure to destruction narratives triggered largely similar responses in both groups; however, exploratory analyses and post-survey focus groups are used to show that their motivations may be different. We conclude by discussing potential reasons for these differences, and the ramifications of these results.