Why do millions of Russians trust state television even when its lies seem obvious? How Propaganda Wins offers a bold new answer. This book argues that authoritarian media doesn't just persuade or intimidate but it serves. Drawing on cutting-edge analysis of Russian prime-time propaganda reporting and extensive original surveys, the book introduces the theory of 'service propaganda,' the strategy of winning loyalty by affirming citizens' identities, validating their worldview, and meeting their everyday informational needs. The result is genuine trust that makes citizens receptive to disinformation, resistant to independent journalism, and willing to accept a brutal war. Comparing Russia to autocracies from China to Hungary, and drawing lessons that reach into democratic societies, How Propaganda Wins is a crucial account of how modern propaganda works and what it takes to fight it.

‘With novel theory, clever research designs, and rich survey data, How Propaganda Winsshows how state media can outcompete private alternatives by reaffirming partisan views and defending broadly held values. Shirikov's fascinating account of the surprising effectiveness of state media provides new insights that challenge received wisdom about propaganda and autocracy.’

Timothy M. Frye - the Marshall D. Shulman Professor of Post-Soviet Foreign Policy at Columbia University; author of Weak Strongman: The Limits of Power in Putin's Russia

‘Building on his unique experiences as both a reporter for independent media in Russia and a political scientist, Shirikov turns our understanding of state media in authoritarian regimes on its head with his concept of ‘service propaganda.’ Employing advanced methodological techniques of machine learning and analyzing a series of original surveys, Shirikov convincingly builds the empirical case, making the book a must-read for anyone hoping to understand state media in Russia and other autocratic regimes.’

Joshua Tucker - Julius Silver, Roslyn S. Silver, and Enid Silver Winslow Professor of Politics, Director, Jordan Center for the Advanced Study of Russia, and Co-director, Center for Social Media, AI, and Politics, New York University; author of Communism’s Shadow: Historical Legacies and Contemporary Political Attitudes

‘A former journalist equipped with cutting-edge social science methods, Shirikov offers a fresh perspective on why propaganda continues to be effective despite the proliferation of information sources. Revealing how propagandists develop a rapport with their audience by telling them what they want to hear, Shirikov’s book is a must-read for students, scholars, practitioners, and the public alike.’

Margaret E. Roberts - Professor of Political Science, University of California, San Diego; author of Censored: Distraction and Diversion Inside China’s Great Firewall