Three years after Russia’s invasion, a global online army is still fighting for Ukraine
- Written by Olga Boichak, Senior Lecturer in Digital Cultures, Australian Research Council DECRA fellow, University of Sydney
More than three years after Russia’s full-scale invasion of Ukraine, a 30-day ceasefire between the two warring countries may be imminent. But much more needs to happen before a just and lasting peace is achieved.
The Russian-Ukraine war is one of the most visible, analysed and documented wars in human history. Since the night of February 24 2022, millions of Ukrainian citizens, military personnel, journalists, officials and civil society activists have shared first-hand eyewitness accounts, updates, commentaries and opinions on the war.
Around the world, many online communities have also sprung into action to counter Russian propaganda and raise awareness of what is happening inside Ukraine.
We have been studying these communities for the past three years, conducting hours of interviews with members and observing their activity on social media. To conduct much of this research and connect with members, we had to join some of these communities – a common requirement for researchers working in online settings.
Our work reveals a range of skills and strategies activists use in the online fight against Russia. More broadly, it shows how social media users can mobilise during times of war and other international crises and have a material impact offline.
Russian war of disinformation
Russia’s invasion of Ukraine was accompanied by online disinformation and propaganda campaigns. The aims of these campaigns are to sow discord, distrust and dismay among both Ukrainian and international audiences by, for example, depicting Ukraine as a failed state ruled by Nazis.
Ukraine responded by launching its own information operations to counter Russian propaganda, appeal for help from the world and maintain the security of its defensive operations.
In some cases, social media platforms have aided the Russian cause. At the same time, they have suppressed evidence of war crimes.
For example, in the first year of the Russian invasion, independent investigative journalism organisations such as Disclose documented thousands of war crimes committed by Russian soldiers against Ukrainian civilians. These crimes included murder, torture, physical and sexual violence, forced relocation, looting, and damage to civilian infrastructure such as schools and hospitals.
Much of this content included graphic imagery, violence and offensive language. As a result, it was permanently removed from platforms such as Instagram and YouTube.
On the other hand, content containing disinformation evaded moderation. For example, a 2023 investigation by the BBC revealed thousands of fake TikTok accounts created as part of a Russian propaganda campaign spreading lies about Ukrainian officials.
This often led to a distorted information environment online. Russian disinformation was visible, while the true extent of Russian violence against Ukrainians was hidden.
Boosting Ukrainian voices
In this context, thousands of internet users formed online communities to creatively support Ukraine without attracting the attention of content moderators.
This isn’t new or unique to the war in Ukraine. For example, in 2019, US TikToker Feroza Aziz shared a makeup tutorial in which she subtly raised awareness of China’s treatment of the Uyghurs – a topic that is often suppressed on the Chinese-owned platform.
One of the most prominent and well-known online communities that emerged following Russia’s invasion was the North Atlantic Fella Organisation.
It started in May 2022 when a young man with the online name Kama mashed up a Reddit meme of a Shiba Inu dog nicknamed Cheems and a picture of a dilapidated Russian tank. This was a celebration of a Ukrainian battlefront victory. It was only intended to mock Russia.
But as Kama changed his profile picture to the meme, the trend started spreading quickly to his followers on X (formerly Twitter). They quickly grew into an online collective dedicated to fighting Russia online. Members – or “fellas”, as they are known – from many regions around the world were brought together by its rituals using internet and popular culture memes.
Calls to action
In many similar posts across Facebook, X and TikTok, users share selfies or other images to achieve high visibility while calling followers to action. In most cases, this involves raising funds for urgent military or humanitarian efforts to benefit Ukraine.
Another common strategy is storytelling. Some users share amusing or ridiculous anecdotes from their lives before closing with a donation request.
These requests often have a clear target and beneficiary. They are also often time-sensitive. For example, they may be aimed at purchasing a particular model of a drone for a particular brigade of Ukraine’s armed forces that will be delivered to the battlefront within days.
Through collaborations with Ukraine’s official fundraising platform, the North Atlantic Fella Organisation has collected more than US$700,000 towards Ukraine’s defence.
Combatting propaganda
Members of the North Atlantic Fella Organisation also try to combat Russian propaganda and disinformation.
Instead of arguing in good faith with highly visible disinformation-spreading accounts (often controlled by the Russian government), members try to derail the disinformation campaigns. They highlight their ridiculousness by responding with memes and jokes. They call this practice “shitposting”.
People spreading Russian disinformation often find themselves annoyed by the swarms of “meme dogs” in their replies. This has led some to respond aggressively. In turn, this has allowed North Atlantic Fella Organisation members to report them for violation of X’s terms of service and have their accounts suspended, as our forthcoming research documents.
However, from late 2022 onward, North Atlantic Fella Organisation members we interviewed as a part of our research reported decreased effectiveness of X’s response to problematic user conduct. This was soon after tech billionaire Elon Musk bought the social media platform.
Despite this, members continue to support each other and develop playful tactics to ensure they remain visible on the platform.
It seems war will continue online for as long as Russia wages its war on Ukraine’s territory.
Authors: Olga Boichak, Senior Lecturer in Digital Cultures, Australian Research Council DECRA fellow, University of Sydney
