The Reuters Institute for the Study of Journalism (RISJ) report, Humour as a Tool Against Disinformation: Lessons from Ukraine (Olga Tokariuk, 2023), explores how memes have become an unlikely but powerful weapon in the fight against Russian propaganda.
Russia’s Disinformation Machine: Lies, Lies, and More Lies
Before we get to the memes, let’s talk about the tidal wave of nonsense Ukraine is fighting against.
Russia’s disinformation playbook is legendary for its volume over accuracy approach, often called the “firehose of falsehood” strategy.
The idea isn’t to convince people of one specific lie, but to throw so many competing narratives at the public that they stop believing in anything at all (Tokariuk, 2023).
Some of Russia’s greatest hits in the disinformation hall of fame include:
- “Ukraine doesn’t exist.” (Odd, considering the war.)
- “Zelenskyy is a drug addict.” (False, but widely circulated by Russian media.)
- “Russia isn’t invading Ukraine, it’s just a ‘special military operation.’” (Try telling that to Kyiv.)
The goal is clear: sow doubt, confuse people, and exhaust their ability to separate fact from fiction.
Russia deploys state-run media, troll farms, and Telegram disinformation channels to overwhelm audiences with conflicting narratives.
So how does Ukraine fight back?
By making fun of it.
Tokariuk (2023) explains, humor helps "strip the aggressor of their power by making them the subject of ridicule," turning fear into defiance.
Ukraine’s Meme Warfare: Trolling the Kremlin
Ukraine has turned the internet into a battleground, using humor in ways that go beyond traditional counter-disinformation methods like fact-checking and media literacy campaigns.
Unlike dry debunking efforts that struggle for attention, memes and satire actively engage audiences, making falsehoods look ridiculous rather than just incorrect.
This approach not only neutralizes propaganda but also rallies communities, as seen in the rise of digital movements like NAFO (Tokariuk, 2023).
Government accounts, activists, and everyday Ukrainians have mastered the art of weaponized humor.
RISJ’s report highlights some of the most effective humor-based counter-disinformation strategies:
Ukraine’s Official Twitter/X Account: The King of Sass
The Ukrainian government’s Twitter/X account isn’t your typical stiff, diplomatic feed.
It’s savage, sarcastic, and unrelentingly hilarious.
When Russia claimed it wasn’t invading Ukraine, Ukraine’s official account posted a meme of two Spidermans pointing at each other with the caption:
“When you don’t invade a country but your troops are everywhere.”
This kind of mockery exposes the absurdity of Russian propaganda and makes it easier for people to see through the lies (Tokariuk, 2023).
NAFO: The Online Army of Shiba Inu Memes
One of the most bizarre and effective movements to counter Russian disinformation is NAFO (North Atlantic Fellas Organization).
NAFO is an online community of people who use Shiba Inu avatars to troll Russian officials and disinformation networks.
They have made it their mission to ratio Russian propaganda accounts into oblivion.
In August 2022, Russian diplomat Mikhail Ulyanov posted a long-winded Twitter thread defending Russia’s war.
Within minutes, his replies were hijacked by NAFO supporters posting Shiba Inu memes and mocking his statements with plenty of Shiba Inu avatars replying “You have been NAFO’d.”
Overwhelmed, Ulyanov eventually deleted his tweets, a textbook example of how humor can neutralize disinformation (Tokariuk, 2023).
The goal?
Make pro-Kremlin propaganda look ridiculous and drown it in memes (Tokariuk, 2023).
Even Ukraine’s Defense Minister, U.S. officials, and diplomats have joined NAFO, making it a grassroots digital resistance movement unlike anything seen before.
“Russian Warship, Go F*ck Yourself” – The Meme Heard Around the World
When Ukrainian border guards on Serpent Island responded to a Russian warship’s demand to surrender with “Russian warship, go f*ck yourself,” they probably didn’t expect to start a global meme.
- The phrase went viral.
- It was printed on Ukrainian postal stamps.
- It became a symbol of defiance and resistance against Russian aggression (Tokariuk, 2023).
The incident turned into a rallying cry that spread across social media, demonstrating how humor can be a unifying force in the face of disinformation.
The Risks of Using Humor in Warfare
Humor can be a double-edged sword.
While it helps counter disinformation, there have been cases where jokes have backfired, causing controversy or unintended consequences.
One example from the RISJ report involved a viral meme mocking Russia’s military setbacks.
Ukrainian social media users began joking that Russian troops were so disorganized that Ukraine should "set up a lost and found department for abandoned tanks."
While widely shared and humorous to Ukraine’s allies, Russian state media spun it as proof that Ukraine was "stealing" military equipment from retreating troops, attempting to paint an absurd narrative that Ukraine was looting rather than defending itself (Tokariuk, 2023).
While memes can be powerful, they also come with risks.
Diplomatic Backlash
Not every joke lands well.
In one instance, Ukraine posted a meme mocking India’s neutrality in the war, which led to diplomatic tensions (Tokariuk, 2023).
Lesson learned: Humor should be used carefully, especially in global conflicts.
Oversimplification of War
Memes can make serious conflicts seem like a joke.
Tokariuk (2023) highlights concerns from Ukrainian officials who worry that excessive humor could downplay the harsh realities of war, leading to "a disconnect between public perception and the actual battlefield situation."
While humor is a morale booster, it can also create a false perception that Ukraine is winning easily, when in reality, the war is brutal and ongoing.
Meme Fatigue
If everything is a joke, when do people take things seriously?
Overusing humor can make official communications lose credibility.
Ukraine balances memes with serious messaging, but it’s a fine line to walk (Tokariuk, 2023).
The Future of Meme Warfare
Ukraine has pioneered a new way of fighting disinformation.
Other countries, including Taiwan, Estonia, and Lithuania, have studied Ukraine’s use of humor to develop their own counter-disinformation strategies (Tokariuk, 2023).
Taiwan, facing constant Chinese disinformation campaigns, has adopted similar tactics by using satire and government-backed meme campaigns to debunk false narratives.
Estonia has integrated humor into its media literacy programs, teaching citizens how to recognize and laugh off propaganda.
Even NATO has taken note, incorporating humorous counter-propaganda efforts in its strategic communications (Tokariuk, 2023).
RISJ’s report suggests that other countries can learn from Ukraine’s playbook by:
- Using humor to counter false narratives.
- Encouraging grassroots meme activism (like NAFO).
- Pairing humor with fact-checking and media literacy programs.
As the information war continues, one question remains: Will the wars of the future be fought not just with weapons, but with memes?
The Funniest Fight for Freedom
Ukraine has shown that memes, sarcasm, and humor are not just entertainment—they are weapons in the digital age.
"In a world saturated with disinformation, humor allows people to process complex geopolitical issues in a digestible way while resisting propaganda" (Tokariuk, 2023).
By making Russian propaganda look absurd, laughable, and pathetic, Ukraine has weakened its effectiveness.
“If truth is the first casualty of war, memes might just be its best revenge.”
Sources and Further Reading
- Reuters Institute Report: Humour as a Tool Against Disinformation – Read here
- Ukraine’s Official Twitter/X Account – Follow here
- NAFO and Digital Resistance – Read more
