From Radio Moscow Amharic to Sputnik Ethiopia: Russia's Media Outreach, Soviet Legacies, and the New Multipolar Contest
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Date
2026-04-30
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Addis Ababa University
Abstract
This study examines the evolution of Russian international broadcasting in Ethiopia by tracing the transition from the Soviet-era Radio Moscow Amharic service (1961–1993) to Sputnik Ethiopia’s contemporary digital presence on Telegram. It explores how Russian media outreach has transformed over time and investigates the continuities and changes between Soviet broadcasting traditions and contemporary digital communication strategies. The study is guided by perspectives from soft power, media imperialism, multipolarity, and postcolonial and decolonial communication studies. A mixed qualitative research approach was employed, combining historical analysis, documentary analysis, and systematic content analysis of 20,828 Telegram messages published by Sputnik Ethiopia between May 2024 and February 2026. The findings show that Sputnik Ethiopia predominantly presents Ethiopia and Africa through positive narratives emphasising development, sovereignty, infrastructure, diplomatic cooperation, and cultural identity. Coverage related to Russia similarly reflects favourable portrayals centred on partnership, strategic cooperation, and shared interests. The study identifies significant continuities with Soviet-era international broadcasting, particularly in the use of anti-colonial themes and development-oriented narratives. However, it also demonstrates important transformations, as Soviet ideological language has largely been replaced by contemporary narratives of multipolarity, strategic partnership, and digitally mediated communication. The research further reveals that a considerable proportion of Sputnik Ethiopia’s content consists of translated material originating from Sputnik’s English-language services, while audience engagement patterns demonstrate distinctive forms of digital interaction through reactions and emoji-based responses. By providing a longitudinal examination of Sputnik Ethiopia’s early digital operation, this study contributes to broader discussions on Russian media engagement in Africa and demonstrates the value of combining historical perspectives with digital content analysis in the study of contemporary international broadcasting.
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Sputnik Ethiopia, Radio Moscow, soft power, media imperialism, multipolarity, Telegram, Russian media in Africa