The information landscape in Georgia has undergone a profound and alarming transformation, shifting from a model defined by external Russian influence to one where those same tactics are now championed by domestic political actors. Historically, the Kremlin relied on fringe groups and opaque media networks to spread its agenda. Today, however, the ruling Georgian Dream party and major broadcasters like TV Imedi, POSTV, and Rustavi 2 have fundamentally internalized these strategies. By mirroring the rhetoric, obsession with “secret conspiracies,” and aggressive anti-Western narratives of the Kremlin, these domestic entities have turned the tools of foreign information manipulation into the standard language of Georgia’s domestic political discourse.
This internalization isn’t merely a matter of political disagreement; it is a systematic erosion of democratic accountability. By constantly echoing narratives that portray the West as a “Global War Party” or the European Union as a civilizational threat to Georgian identity, the government has created a hybrid ecosystem where it is nearly impossible to distinguish between genuine local opinion and repurposed Kremlin propaganda. This deception is supported by sophisticated operational machinery, including the use of coordinated inauthentic networks, staged viral content, and even AI-generated media designed to discredit civil society organizations, independent journalists, and protesters.
The consequences for Georgian society are severe and far-reaching. As mainstream media channels saturate the public with these narratives, ordinary citizens are increasingly exposed to a distorted reality where democratic institutions are framed as instruments of foreign intelligence. When peaceful protests are branded as “color revolutions” and election observers are treated as adversaries, the very pillars of a healthy democracy—trust, civic engagement, and accountability—begin to crumble. This blurring of lines between friend and foe inherently compromises Georgia’s long-term security, pushing a nation that depends on Western stability toward a deceptive and isolated vision of “sovereignty” that aligns with Russian interests.
The challenge this presents to the international community is monumental because the traditional playbook for countering foreign interference is no longer sufficient. Usually, democracies combat disinformation by identifying, exposing, and isolating foreign-backed entities. In Georgia, however, the “foreign” actor is effectively the state itself. When the government is the primary source of disinformation, “whole-of-society” responses become nearly impossible to implement within the country’s borders. This operational convergence—where local leaders use the same tactics as Russian state media—creates a complex shield of deniability that makes it difficult for international observers to hold specific actors accountable without triggering accusations of foreign meddling.
To move forward, the European Union and its allies must fundamentally rethink their strategy toward hybrid threats. We need to categorize “internalized” manipulation as a unique and urgent category of risk. This requires moving beyond merely monitoring external propaganda and instead supporting the local defenders of democracy: independent media, investigative journalists, and civil society, who are now operating under immense pressure. Tech companies must also refine their moderation tools to capture the unique, synchronized campaigns happening between official state-aligned broadcasters and anonymous social media trolls, as these outlets are currently operating in a coordinated loop that existing systems struggle to flag.
Ultimately, addressing this crisis requires a shift in perspective. We must recognize that modern information warfare succeeds in Georgia not just because foreign states speak loudly, but because they have successfully convinced influential local partners to speak on their behalf. If the goal is to protect democratic resilience, international initiatives must prioritize long-term empowerment of the Georgian people over mere technical monitoring. By supporting the institutions and individuals who bravely resist this tide of misinformation, the West can help ensure that the authentic voice of the Georgian people—and not the echoed voice of the Kremlin—continues to guide the country’s future.