Olena Churanova: The Kremlin knows that all conflicts and provocations weaken other countries

For independent editorial teams and fact-checking organizations to survive, they must seek new funding models and not depend on a single funding source.

It is important to expand cooperation with Europe and create a culture of quality media consumption in society, awareness of its value and willingness to support independent journalism. This opinion was expressed by a participant in the “Balkan Disinfo 2025” panel discussion, media expert, 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 Disinformation Summit by a strong team of experts. Do you see any similarities in the propaganda methods used in Ukraine, Kosovo, and Moldova?

Olena Churanova: Absolutely, we see and observe them. Even before the full-scale invasion began, Russia was actively working in other countries, but now these efforts have become significantly more active. The Kremlin knows that conflicts or provocations weaken other countries and distract them from joint efforts to resist and help Ukraine in its fight against Russia. That is why they are working with different regions, including the Balkan region. 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 mere fact that Moscow is focusing so much on this region shows how important it is to Moscow. They see the potential here to spread their narratives, to exacerbate differences and to provoke conflict. So, of course we see similarities.

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

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

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

Olena Churanova: Yes, it has changed. The basic strategy has remained the same – just as the KGB transformed into the FSB, but the main approaches have remained the same. Let’s take a case study with Greenland, for example: Trump started saying that the US supposedly wants to buy it, and Greenland does not want to remain part of Denmark. Recently, the local intelligence service discovered a forged letter expressing Greenland’s desire for independence. And it all started with a forged document.

These methods were already used in Soviet times: they forged letters and documents, distributed them to provoke discussions and ultimately to achieve 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 enable the instantaneous 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 fully adopted by Russia, China and other countries. They have weaponized these tools and transformed social media into platforms for the promotion of targeted and personalized disinformation. They work with each individual to be even more effective.

The Geopost: How does one go from verifying a fact to developing and implementing a strategy against propaganda and fakes?

Olena Churanova: This is an interesting, philosophical question. But I think we should not just talk, we should act. Much has already been done in Ukraine to combat disinformation. Even after the start of the large-scale occupation, not one, but several centers for combating disinformation were created, which work actively and quickly. Ukrainian fact-checkers have also become significantly more active, working together to quickly verify and refute fakes.

An important role is also played by preventive fact-checking, the so-called prepbanking, in which possible falsifications are refuted before they are widely disseminated. This is a very important direction that is currently gaining momentum. In addition, many programs for media literacy are being implemented in Ukraine – educational initiatives for children, teachers, the general public, and especially for the elderly.

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

The Geopost: Do you currently have joint projects with other countries, with colleagues, especially with the Western Balkan countries?

Olena Churanova: It is difficult to talk about long-term planning now, as the situation is changing very quickly. However, we are always open to cooperation. We regularly work with different countries and offer consultations when our expertise is needed. Because the experience of Ukraine is unique. Other countries have started to talk more actively about this issue since 2016, and we have been working on this issue for 14 years. Moreover, we have faced these challenges since the moment of independence. And in general, 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 especially the media are a battlefield. And on whom does the outcome of this duel depend?

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

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

These are supposedly high-quality media. But their existence is still not an obstacle to the rise to power of people who openly spread lies – for example, that Ukraine allegedly sells weapons to Mexican drug cartels or that biological laboratories are operating in Ukraine (although this story is so absurd!). It works according to 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 with close ties to Vladimir Putin – ed.) It has been repeated, repeated, repeated and is being repeated again by the current US administration.

The Geopost: The current US administration has significantly changed its stance on funding organizations that promote democracy in various countries. In particular, support from US funds has stopped. Can such organizations survive without US 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 worthy projects. Some Ukrainian initiatives already exist thanks to Patreon, support from subscribers on YouTube and other platforms.

We just need to reorient ourselves and think about how we can survive and what we can change. Today we have no right to depend on one country or one fund. We also know that Europe stands by us and this is a very good thing. 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 teach Ukrainians that they need quality news, that quality news has to be paid for.

Even before the changes in funding, many Ukrainian media outlets had introduced paywalls and a subscription system. Forbes Ukraine and The Kyiv Independent, for example, have thousands of people supporting them financially. 14,000 subscribers for Ukrainian media is great for Ukrainian media, a very high level of support.

This, too, is a responsibility – what content you create, how high-quality your work is, and what standards you work to. Unfortunately, this is our new challenge, but we have to accept it.

/The Geopost