New Digital War Communication in Europe: Intangibles and Propaganda. Perception of European Citizens

Abstract

This study analyzes the relationship between the war-related communication strategies promoted by actors in conflict and European institutions, as well as their impact on citizens’ perceptions regarding the new war propaganda, decision-making capacity, and trust in information. Based on a survey conducted in European territory with 390 participants and 27 semi‑structured in‑depth interviews in different countries—complemented by the examination of a paradigmatic case of new European propaganda, the “72‑Hour Kit,” which exemplifies the emergence of a transmedia digital institutional communication that conveys a discursive strategy supporting rearmament and interventionist approaches for the investigation of intangibles in war propaganda—this mixed-method approach enables both qualitative and quantitative insights into the phenomenon, from institutional perspectives and from citizen perception. The results show how digital propaganda amplified by social media and institutional communication influence feelings of threat and seek to shape public opinion regarding potential interventionist scenarios versus diplomatic solutions. The study reveals a disconnect between political decisions and citizens’ preferences, as well as a profound distrust toward the media and institutions. These findings pose significant challenges for democratic systems in a context marked by media disintermediation, polarization, and the spread of disinformation at a moment of severe threat.