Abstract
This paper explores narrative amplification and plot structures on VKontakte by focusing on Tsargrad Society and Tsargrad TV’s channels. Key narratives and their sub-stories are presented, accounting for platform amplification patterns measured through the number of likes, analysis of posts, and affiliated comments. This study further develops the concepts of amplification and narrative resistance. VK is the largest social media platform in the Russian Federation, and it is being gradually integrated into a government-led multipurpose application, Max (like WeChat in China). Relying on data scraped from two VK channels, Tsargrad Television and Tsargrad Society (June 2021 – June 2023), the study offers a glimpse into the narratives of more extreme nationalist media outlets, their dissemination, and domestic audience engagement (reactions and comments). Theoretically, the paper is anchored in ontological security studies, narratives, and constructivist approaches to international relations (Steele, 2008; Hagström, 2019, 2022; Wendt, 1992). Mixed-methods approach is adopted as user engagement patterns are explored through descriptive statistics identifying most amplified narratives and periods with high activity. Additionally, narrative analysis is applied when analyzing posts with highest number of reactions and their affiliated comments. The findings reveal a substantial and sharp increase in the number of reactions on Tsargrad TV after February 2022. Two key narrative plot structures dominated Tsargrad’s VK communication after the start of the Russian full-scale invasion: hero-versus-villain and internal traitors. The affordances and audio-visual communication of VKontakte enhance the emotional impact of these stories, mediating pride, loss, grief, affect, or contempt. The paper is concerned with the role of digital media and information in non-military warfare and mobilization (Galeotti, 2023; Jonsson & Käihkö, 2025) whilst reflecting on the role of non-human agents in narrative amplification.
Panel: Disruptive Machines: AI, Information Operations, and Cyber Security