Abstract
ABSTRACT This article discusses the surprising lack of preparedness in Russian propaganda preceding the invasion of Ukraine on February 24, 2022. Despite previous successes in developing strategic narratives during the annexation of Crimea, Russia underestimated the need for unique communication strategies for the conflict in Ukraine. The article argues that Russia's miscalculation was due to the assumption that it already had a set of strategic narratives in place, from the international order to specific issues, and viewed the conflict as a continuation of the story it had already told. However, increased scrutiny from Western media and academia led to a reexamination of assumptions and attitudes towards the region. Instead of Russia adapting its strategic narrative for a Western audience, it fell back on the existing one, further alienating the audience. This chapter highlights the importance of strategic narrative in international conflicts and its complex relationship with audience perception.
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