July 23, 2025
When Russia launched its full-scale invasion of Ukraine in 2022, the Kremlin realized it had to fight not only on the battlefield but also in the minds of its citizens. State-run media—cumbersome, outdated, and strangled by censorship—struggled to keep pace with the new wartime reality. That’s when the regime turned to a new weapon: semi-official, fiercely patriotic bloggers—so-called Z-channels—who were given rare freedoms, frontline access, funding, and, crucially, influence.
But what started as a tool of control has evolved into a potential threat. These Z-bloggers, once defenders of the state, now operate as a volatile force that can destabilize the very system they were meant to support.
Born from the Kremlin’s Own Strategy
Z-bloggers didn’t emerge from nowhere. They were a deliberate creation of the Kremlin—a response to failures in military leadership and rising public dissatisfaction. By allowing these patriotic influencers to criticize generals, corruption, and bureaucracy (but not Putin himself), the state hoped to co-opt the anger of its nationalist base and redirect it.
It was a calculated gamble: unleash tightly controlled outrage to preserve overall control.
But as the war dragged on and defeats piled up, even the most loyal pro-war voices began to crack. These bloggers evolved into de facto political commentators, war-time orators, and “people’s leaders.” They began openly attacking not just military figures like Surovikin, Gerasimov, and Shoigu, but also broader state policies. Discussions expanded to taboo topics—Islamization, Bashkir identity, negotiations with the West, even post-Putin scenarios. The unthinkable happened: even Kremlin-bred voices slipped beyond control.
A Fragmented, Weaponized Media Ecosystem
Z-channels are not a unified bloc—they are clans. Some are affiliated with the Defense Ministry, others with the FSB or GRU. Some navigate between factions, trading loyalty for protection or profit. Telegram gives them reach, anonymity, and instant engagement. Channels like Rybar, Wargonzo, and Sladkov+ have become power players with audiences far outpacing state TV.
They don’t just report news—they shape narratives, pressure officials, and mobilize public outrage. They can frame a defense minister as a “traitor” or turn a fictional war hero into a national icon. Many have access to classified information—satellite imagery, military briefings, intelligence reports.
This is not just irregular. It is dangerous.
Kremlin’s Trap: Can’t Kill the Monster It Created
The Kremlin can’t shut these channels down without provoking backlash from the very “patriotic” base it once cultivated. Repression only fuels martyrdom. Any crackdown is met with fierce online campaigns defending the accused blogger. The state has lost its monopoly on truth. Every Z-blogger now offers their own version of “reality”—and millions are listening.
Today, major decisions—from military reshuffles to foreign policy moves—are shaped by how Telegram reacts. These bloggers are not just an echo of public sentiment—they are its amplifier. With no need for elections, party structures, or official roles, they can torpedo appointments or disrupt regional stability with a single post.
Coup Potential: A “Military Maidan” Scenario?
If Z-channels were just radical journalism, the Kremlin might manage. But the threat goes deeper. Many bloggers no longer see themselves as extensions of the state—they envision themselves as its replacement. Some already operate as proto-political entities, complete with ideologies, networks, and hand-picked “candidates” for Russia’s hypothetical transition of power.
They sketch blueprints of a future ruled by “true patriots,” with corrupt elites dragged before a people’s court. They seek military backing and legitimacy from mobilized veterans. This is not fringe rhetoric—it’s an insurgent infrastructure in the making.
The Paradox of Putin’s Media Gamble
A regime built on information control has accidentally opened the floodgates. In trying to redirect discontent, the Kremlin created a parallel state inside Telegram—one it can no longer contain. No ruling power survives when a rival ideology is allowed to flourish unchecked.
The Kremlin hoped to channel anger. Instead, it opened Pandora’s box.
Today, Z-bloggers are more than a challenge to stability—they represent an alternative authority. Policy failures, military embarrassments, and the ethical bankruptcy of the elite have deepened the crisis. The legitimacy vacuum could soon be filled by those who once posted daily war dispatches—and may tomorrow lead an angry crowd toward the Kremlin gates.
