In contrast to the deteriorating situation on the battlefield and the state of the economy, Russian propagandists need to give something positive. Often it has to be sucked out of the air, because it is necessary to maintain a sense of national pride, for no reason to do so. That is why Russian propaganda is trying hard to play on the feeling that “everything is the best in Russia”.

In particular, this also applies to “import substitution”, which Russia reacted to because of international sanctions. Russian manufacturers are trying to create the impression that the West is simply jealous of the quality of Russian goods. Also in this context, it is said that Western brands allegedly do not want to leave Russia, since the Russian audience loves them faithfully. Propagandists even create and spread fakes to support this message, as with a fake package of “taste of victory” Pringles chips.

Russia cannot do without the fact that it calls itself the best in spiritual terms. By fighting for traditional values, Russia, in particular, justifies its aggression against Ukraine. This is the culmination of several years of Russian propagandists portraying the “collective West” as a “gay hell” where children are forced to change their gender.

Such formulations are toxic. The game, in its exclusivity, is yet another confirmation of Russia's imperial ambitions. In addition, often Russian goods are the best only in words - many products from Western manufacturers who left the Russian market could not be reproduced due to sanctions on resources and technologies. By demonizing people with a great lifestyle, Russia only deepens its inferiority complex, which results in an attempt to assert itself at the expense of victims among Ukrainians. Detector Media has already written about Russian disinformation against LGBT people and its threat.