Olena Churanova: The Kremlin understands that any conflicts or provocations weaken other countries

In order for independent editorial offices and fact-checking organizations to survive, they need to look for new funding models and not depend on a single source of support.

It is important to develop cooperation with Europe, as well as to form a culture of consuming quality media in society, awareness of their value, and readiness to support independent journalism. This opinion was expressed by a participant in the “Balkan Disinfo 2025” panel discussion, a media expert, senior lecturer at the National University of Kyiv-Mohyla Academy, editor and fact-checker of the Stopfake.org project.

Full interview:

The Geopost: It is very important that Ukraine was represented at the Balkan Summit on Disinformation by a powerful team of experts. Do you see common features in the propaganda methods used in Ukraine, Kosovo and Moldova?

Olena Churanova: Absolutely, we see them and monitor them. Even before the start of the full-scale invasion, Russia was actively working in other countries, but now these efforts have become significantly more active. The Kremlin understands that any conflicts or provocations weaken other countries and distract them from joint efforts to resist, to help Ukraine in the battle with Russia. That is why they work with different regions, and with the Balkan region as well. And we see how Serbia has become more active and how Russia is contributing to this. A particularly alarming signal is the appearance of Sputnik in Belgrade – this is a very dangerous sign. The very fact that Moscow is so focused on this region indicates its importance for it. They see the potential here to spread their narratives, exacerbate differences, and provoke conflicts. So of course, we see things in common.

The Geopost: Serbia is obviously using the Russian model of disinformation in the Western Balkans.

Elena Churanova: I think they are simply being advised by certain people. For example, in Ukraine, when pro-Russian forces were in power, effectively controlled from Moscow, state TV channels that promoted the Russian agenda always had consultants from Russia working on them. They determined what and how to talk about it. I think the same thing is happening in Serbia, seeing how closely they are now connected to Russia. It seems that a similar mechanism is operating in Serbia, given its close ties to Russia. It is likely that there are also relevant advisors there who manage information policy and form the necessary narratives. In fact, they even opened their media there.

The Geopost: You have been doing fact-checking for several years now. Can you tell me how Russian propaganda has changed over time?

Elena Churanova: Yes, it has changed. The basic strategy remains the same – just as the KGB changed to the FSB, but the key approaches have remained the same. For example, a case study with Greenland: Trump began to say that the US allegedly wants to buy it, and Greenland does not want to remain part of Denmark. Recently, local intelligence discovered a forged letter, which stated Greenland’s desire for independence. And it all started with a forged document.

These methods were used back in Soviet times: they forged letters and documents, distributed them to provoke discussion and ultimately create a political effect. In this sense, their methods have not changed. However, modern technologies have a significant impact on the situation. Artificial intelligence is changing the rules of the game, and social networks allow for the instant spread of disinformation. On the one hand, new technologies have opened up opportunities for mobilization and communication, as was the case, for example, during the revolution in Egypt. On the other hand, these scientific advances have been completely taken over by Russia, China, and other countries. They have weaponized these tools and turned social media into platforms for promoting targeted, personalized disinformation. They work with each person individually to be more effective.

The Geopost: How to move from stating a fact to creating and implementing a strategy to counter propaganda and fakes?

Olena Churanova: An interesting question, philosophical. But I think that we don’t just talk – we act. Much has already been done in Ukraine to counter disinformation. Even after the start of the full-scale invasion, not one, but several centers for combating disinformation were created, which work actively and promptly. Ukrainian fact-checkers have also become significantly more active, cooperate with each other, quickly monitor and refute fakes.

Preventive fact-checking, the so-called prepbanking, also plays a significant role, when potential fakes are refuted before their mass distribution. This is a very important direction that is currently gaining momentum. Also, many media literacy programs are being implemented in Ukraine – educational initiatives for children, teachers, the general audience, in particular for the elderly.

I really liked the thesis that Volodymyr Yermolenko voiced today: disinformation is always based on real problems and traumas of society. These traumas need to be talked about, they need to be worked through. This is what we must add to our fight. We must stay ahead of Russian propagandists. We must know in advance what pain points they will put pressure on, so that we can try to cure these pain points ourselves.

The Geopost: Do you currently have any joint projects with other countries, with colleagues, in particular with the Western Balkans?

Olena Churanova: It is difficult to talk about long-term planning now, because the situation is changing very quickly. However, we are always open to cooperation. We periodically work with different countries, provide consultations where our expertise is needed. Because the Ukrainian experience is unique. Other countries began to talk about this more actively since 2016, and we have been working on this topic since 14. Moreover, we have actually faced these challenges since the moment of independence. And speaking more broadly, Russia’s information war against Ukraine has been going on since the days of the Russian Empire.

The Geopost: We must not forget that information and media, in particular, are a battlefield. And who does the outcome of this duel depend on?

Olena Churanova: It depends on the people who consume these media. It also depends on journalists. But still, we see what is happening in the United States. We cannot say that journalism in the US is of poor quality. It is ethical, they have their own codes, it works according to standards.

Yes, they have different media, they may adhere to different values. But this is also, in principle, normal, because this is a democracy. Everyone has the right to have their own platform, to say something.

These are supposedly high-quality media. But, nevertheless, their existence did not become an obstacle to people coming to power who openly promote fakes — for example, that Ukraine allegedly sells weapons to Mexican drug cartels or that biolaboratories operate in Ukraine (although this narrative is so absurd!). It works on the principle formulated by Himmler: the longer you repeat a lie, the more people believe it. The narrative about biolabs has been repeated since 2015, and Viktor Medvedchuk (a pro-Russian politician who has close ties to Vladimir Putin – Ed.) was the first to start talking about it. It was repeated, repeated, repeated, and is being repeated again by the current US government.

The Geopost: The current US government has significantly changed its approach to funding organizations that defend democracy in various countries. In particular, support from American funds has been stopped. Can such organizations survive without American money?

Olena Churanova: It will be very difficult. But there is no other way out. If this funding is not restored, we will have to look for other ways. Ukrainians have already proven that they are ready to support projects that are worth it. Some Ukrainian initiatives already exist thanks to Patreon, support from subscribers on YouTube and other platforms.

We just need to refocus and think about how to survive, what to change. Today we do not have the right to depend on any one country, any one fund. We also know that Europe remains with us, and that is also very good. We will try to actively cooperate with European countries.

First of all, we need to learn to focus on ourselves and think that only we can save ourselves. We also need to instill in Ukrainians the need for quality news, that quality news needs to be paid for.

Even before the changes in financing, many Ukrainian media outlets had already introduced paywalls and a subscription system. For example, Forbes Ukraine or The Kyiv Independent have thousands of people who support them financially. 14,000 subscribers for Ukrainian media is very cool for Ukrainian media, very high support.

This is, again, a responsibility – what content you create, how high-quality you work, what standards you work by. This is our new challenge, unfortunately, but we must accept it.

/The Geopost