Social conflicts and division among Ukrainians on social networks: results of a study by experts
The modern Ukrainian media space demonstrates a complex picture of social conflicts, where political, social and military topics are interconnected and influence each other. Discussions on social networks are not limited to disputes around individual issues, but form broader lines of division. This is manifested in mutual accusations, emotional attacks and attempts to manipulate information. The analysis of the most popular posts, conducted by experts, shows how political forces, media and external actors use conflict topics to increase tension in society, and at the same time identifies social groups in which tension is most pronounced.
Research methodology and main conclusions
The NGO CAT-UA (Communication Analysis Team – Ukraine) conducted a research of the lines of division in 2025 at the request of the NGO Internews-Ukraine within the framework of the project “Strengthening Truthfulness, Transparency and Democracy to Counter Disinformation”, which is supported by the Government of Canada. Experts selected eight topics that caused maximum controversy and analyzed at least 350 popular posts on each topic on social networks such as Facebook, Instagram, Twitter, YouTube, Telegram, TikTok, BlueSky, Threads and VK. The aim of the study was to compare new data with the results of a similar study in 2022 and identify the dynamics of public conflicts.
The study confirmed that political topics that cause critical attacks on the authorities remain the most sensitive, and a significant part of the conflicts are artificially accelerated by deliberate campaigns of individual political groups. At the same time, the amount of aggression towards social groups decreased, with the exception of the refugee topic, where hate remains more acceptable in the media space.
Discussion around Ukrainian refugees
The topic of Ukrainian refugees included two main stories: a discussion of the government’s permission for young men under 22 to travel abroad and the experience of returning female refugees from Europe to Ukraine. The involvement of Russian accounts in these discussions was moderate, manifesting itself primarily in the form of ridicule and accusations, but their presence noticeably influenced the atmosphere of the discussions. Many authors noted that Russian bots comment on their statements about their intention to return to Ukraine, which creates additional psychological pressure.
Opposition political forces also actively used this topic to criticize the authorities, reinforcing the natural dividing line between those who are guided by patriotic considerations and those who make a choice in favor of personal circumstances or security. Thus, the discussion of refugees has become not only a social, but also a political point of tension.
The influence of pro-Russian accounts
Pro-Russian publics, focused on the Ukrainian audience, actively manifested themselves in at least six out of eight scandalous topics. They rarely adapt their messages to the real interests of Ukrainians, but in the military sphere they try to reinforce existing narratives: criticize the leadership, mobilization, and military policy.
The greatest reach of pro-Russian sources was recorded in the topic of “Cardboard Protests”, where over 37% of the audience received messages from these accounts. Pro-Russian authors simultaneously tried to discredit both the protesters and the authorities, and part of their audience was Russian.
In general, pro-Russian posts focus mainly on political topics, practically not interfering in the discussion of social issues, for example, LGBT rights, which once attracted significant attention in the Ukrainian media space.
Political development of discussions
In 2025, attention to scandals was mostly formed through active political campaigns. The most noticeable were groups associated with P. Poroshenko, channels and experts performing tasks of the Office of the President, a pool of pro-Russian accounts, and the anti-corruption community. When at least one of these groups joined the discussion, top media outlets and influential bloggers joined the discussion.
Each dispute simultaneously provoked several lines of division. People who disagree with the immediate object of criticism often also express claims to other social groups or institutions. Such dynamics exacerbate the division, while at the same time creating an opportunity to discuss mutual claims and find points of understanding.
Researchers’ recommendations
Experts advise creating an institution that will take care of social consensus and unifying narratives that can reduce conflicts. The key direction is considered to be overcoming the division between those who remained in Ukraine and those who left. It is important to spread the practice of constructive criticism aimed at individuals, rather than entire social groups. It is also necessary to openly communicate about the attempts of Russian networks to influence Ukrainian society in order to counteract disinformation and minimize the effect of external propaganda.
At the same time, creating a new strategic narrative after a change in the state leadership allows for strengthening social consensus and reducing hostility on military topics. Such an approach helps society not only to realize its own differences, but also to transform them into constructive dialogue, which reduces the risks of destabilization by external actors.
