The message of this video is clear: to put pressure on gas supplies supplied by Russia to Europe. Europe has in fact increased sanctions against Moscow since the start of the invasion of Ukraine launched by Vladimir Putin last February. This cynical clip wants to remind Europeans how the situation is likely to evolve if they continue in this direction.
“It is a communication strategy through fear and threat aimed at Europeans, in order to bring about a questioning of European policies.“, analyzes Louise-Amélie Cougnon, expert in crisis communication and head of research at MiiL (UCLouvain).
According to the specialist, this video is aimed at several audiences. “It is primarily intended for Eurosceptics, but not only. They appeal to rudimentary fears, ignoring nuanced energy solutions and realities, which certainly also speaks to other citizens, such as the most precarious populations. Moreover, this video is also designed for Russians: it offers a very stigmatizing monovision of life in Europe. A happy, warm family life, with gifts, decorations… A little carefree even. This most certainly opposes the life of Russian families and erases the variation in living conditions in Europe.”