"Everything was wrong"

How Z-bloggers quarreled with officials-and lost their subscribers

* “Trump is not a peacemaker. He is a huckster is just a global scale. He wants not peace, but butterov, “cabbage”, “plywood”, Bashley, Mani, Lave ... ”

• “The US is the enemy. This must be understood by the Russians fascinated by the West. ”

• "Trump is a very stupid person."

These are the recent posts of the “military commissar” of Alexander Scholkov. Antitramovsky replicas of the full -time employee "Vesti" are strongly contrasted with the patient courtesy of the Kremlin, who is in no hurry to quarrel with the American president, but on the contrary, emphasizes special relations with him. “I belong to the current president of the United States with great respect. He went through a very difficult, complex and unsafe path of returning to power and to the White House. He is a courageous person, this is clear ”-this, for example, is Putin's recent words at a press conference in Minsk.

Russian-American relations clearly changed after the change of figures in the White House. But stopping the anti-Western rhetoric of Z-bloggers was not so simple. The “military informant” dismissively calls Trump “American grandfather”, “two major” - “random phrases generator”. “Military Code” assures that the 47th president is “a very happy person”, because he often talks with Putin. And the ideologist Dugin dialogues of the heads of state comments even more ambiguously: “From all that Putin can do, he is best for him to speak with Trump.”

The discrepancies of the Z-TELEGRAM with the General Line did not begin yesterday. It is here that the command is criticized, harshly comment on the course of hostilities and post all that citizens from the liberal camp would have long been imprisoned for “fakes”.

If at the beginning the same voice of the Z-community was fulfilled by patriotism in his current understanding (that is, love for the state and hatred of the pacifist opposition), now it sounds quite distinct and reasoned discontent.

For the first time, “everything is not so unambiguous” for telegramers became shortly before Prigozhin’s rebellion: part of the segment supported the rhetoric of the owner of Wagner. It was then that the most derogatory nicknames for the head of the General Staff Gerasimov and the speaker of the Ministry of Defense Konashenkov began to openly use. Escapades did not reach the level of Prigozhinsky, but the messages from the places were quoted, they talked about the “shell hunger” and snorted at the bravura reports of the military department. At the same time, Putin was not personally criticized, but they did not doubt their success and goals. At least publicly. The exception is shooters, a month later, who spoke to his pre -trial detention center. No campaign in his defense, note, has not begun. Well, Prigozhin himself, whose fate is even more eloquent.

The riot of Prigozhin nevertheless fanned. The military commissars then looked around the silence regime, until it became obvious who won. But the channels associated with the “company”, on the contrary, intensively reposted the owner’s statements. (Their fate is not surprising. One of the most striking - the Grey Zone channel, which had more than 600 thousand subscribers, was defeated immediately after the death of Prigozhin, and finally fell silent after the death of the author - Nikita Fedyanin, who was killed in Mali in the summer of 2024.)

Later, the Voenkorov again aroused the resignation of Shoigu, as well as the landing of the generals - the community felt heard at the very top. But the euphoria did not last long. It turned out that the change of leadership is not very responding in the trenches. And the “military commissar”, over the years of their marginals, have turned into those who are accepted and awarded in the Kremlin, no longer want to limit themselves in estimates. On the one hand, the romantic image of the truth -seekers who speak the “tsar’s truth”, on the other hand, they grew up an audience, gained hundreds of thousands, and who for a million subscribers - and feel that they have become more influential than state propaganda.

It was once manual and unanimous, now the overgrown Z-community is breaking their own conflicts and competition. The most famous Wendetta goes with the resources of Vladimir Solovyov. His telegram patriots hate, it seems, even more than Zelensky.

The reason not only in the statements of the propagandist (for example, many were outraged by his demand to shoot a conscript who shot the video after the drone attacks on the airfield), but also in the fact that he collects donates to the army - and competes with numerous collectors in telegrams.

The conflict with Soloviev was explained, for example, Mikhail Polynkov, the author of the Soldier Pravda channel, detained in June. I must say, the Solovievites themselves, commenting on his arrest, emphasized that the wormwood is “urgent collector” (that is the name of the organizers of quick fees for the army in this community). Swinging up, Boris Yakemenko called the entire near -Army blogger community "a party of thieves, scum and crooks, for which, finally, took up." A couple of weeks before this, Yakemenko (also, by the way, blogger) was doused with kefir, but not the military commissar, but a supporter of Limonov Mikhail Galyashkin, who received seven days of arrest for this. Note that the police extremely persistently investigated this matter, unlike episodes, when people of other beliefs were doused with something less pleasant.

The military commissars to the next speech of Yakemenko did not react at all, being busy with a more serious trouble: the state wanted to ban the fees for personal bank cards - and the military commissars were drew up to the state. The two major channel directly stated that it was impossible without Z-volunteers: “In the fourth year ***, the army still critically depends on volunteer assistance.” And also criticized the Ministry of Justice, who allegedly "is extremely reluctant to register the NGOs, in the charters of which the assistance of the army is prescribed."

Andrei Medvedev assured: “For three years, the volunteers drove everything to the front, from food to equipment, invented rabs, drone detectors, made drones, FPV on fiber fiber, collected first-aid kits and made evacuation carts, made combat robotic platforms, treated letters, taught tucked. And here, after three years, the lawmakers suddenly declare that everything was wrong, the fees were not so, and now they will show how it should. I'm only interested in me, and where did all these people with wonderful initiatives were in 2022–2023? When did the volunteers take the elderly from Kherson? When grandmothers were sent a hundred rubles for the production of drones. ”

However, the fees fell even without state intervention - almost every thematic channel writes about this. “Call Osetin” remarks: “I understand that the people are tired of helping the army ... I understand that many have questions why the army should help, but I have no answers to these questions ...”

The fall in the level of fees can partially explain the strict rejection by the zetniks of conversations about a possible truce. “In view of empty conversations about the allegedly upcoming truces, all this affected the front help, the fees fell noticeably. In fact, for every necessary position it is difficult to look for funds, ”writes the Thirteenth. Senator Dmitry Rogozin unexpectedly echoes him: “The men are complained that there was less help from the rear in the supply of drones and other property necessary at the front. And in the rear they in response: “They say, what to help, soon a truce, or even the end ***. Trump already announced everything. And so before they torn it off from their own, everyone sent the front to the front, so exhausted, I suppose ... "

The question of the truce in this environment is debatable. On the one hand, they are afraid of the “agreement”, and the insufficient ferocity of the state seems weak. And this is explainable: who will all these "military -classes" will be after the fighting of military operations? On the other hand, those who are more connected with the troops understand that people just want to go home.

• The “philologist in ambush” suggests that the continuation of the conflict can be outstanding the army. Oman Saponkov recalls that there is no “military decision” and “we must negotiate”.

• Maxim Kalashnikov admits: "It will not be possible to quickly win Ukraine, you will have to make a" difficult decision ", go to a truce."

• “... Two years of life in the groundhog zone are made indifferent to whether our country will get the city of Zaporozhye, for example, in which our troops have never stood, or will not get it. It would be enough that they stopped shooting, launching drones and stopping us to hide, letting go of their own lives, ”admits “ refuge No. 8 ”.

Further, this is not the first time the former “People’s Governor” Pavel Gubarev, who assures that victory is impossible, and the tightening of the conflict will lead to an economic and social crisis.

No, others are still not against “sting”: the KP correspondent Dmitry Steshin (“Russian Tarantas”), for example, proposed using nuclear weapons in Chernobyl - “to demonstrate Russian restraint”. But then he was incredible colleagues who called the supporters of such an idea inadequate. “The proposals to be filled with Tyao at the Ukrainian nuclear power plant are especially good, taking into account the fact that the territory of the Russian Federation and Belarus enters the zone of infection,” writes “militarycate of Astrakhan”.

The drone of drones on Russian military airfields plunged into the despondency of Z-publicity. She did not even offer any “asymmetric answers”.

Is the wire community a kind of anti -war community? Yesterday they collected on the "barbecue", and now they would sign up for the pacifists?

Not at all like that. Everyone liked the victorious offensive. But if a miracle does not happen for a long time ... It was in February 2022 that military commander Scholkov dreamed with a cap of a capture of Deribasovskaya. In April 2025, he is no longer so optimistic: “If we start to inspire the approach of victory, we will be disappointed very bitterly.”

Readers were also disappointed. According to Colds*, over the past year, part of the Z-bloggers lost up to a third of the audience, and two years to half. The authors of the channels themselves talk about this. For example, the “call sign of Osetin” remarks: “The military channels have practically stopped reading ...” This channel connects the fall in demand for “trench truth” with the general fatigue of people from hostilities. Journalists - with the fact that people are tired of propaganda.

The third version is also possible:

From the channels, they simply turned off paid bots. If their authors began to allow themselves to be objection to the authorities, to demonstrate disappointment and disbelief in success - why spend money on their support?

At the military commander Sladkov, the fall began at the end of September last year. Since then, statistics have shown a steady loss of followers. For 10 months, he lost 100 thousand readers: their number fell from 923 to 825 thousand. But the citation index, on the contrary, is growing. Indirectly, this may indicate that the dead part of the audience fell off: either the bots wound or those who really did not open the author’s posts, signally signed. But two years ago he was a millionaire.

A similar figure for the military commander of the VGTRK Poddubnaya: minus 100 thousand users since September: there were 779 thousand, there were 672. Almost the same number of readers for the same period was lost by the “military unit” of the kitten. The fall also began in September: from 408 thousand to 361. And the citation index also grew. In the past, the “thirteenth” (Egor Guzenko) fell from Wagner (Egor Guzenko) fell from 300 thousand to 240.

The same happens on the personal channel of Vladimir Solovyov, with 1.3 million readers of 1.2. Its presenter of Vityazeva in September had 71 thousand readers on the personal channel, now - 57. Mardan had 247 thousand in the fall, it became 225. Only the loud -haired stands of Yakemenko lost the least of all: the number of his readers decreased by only 2 thousand. The problem is that there were only 34,000 of them. This is approximately equal to the number of subscribers who have lost the beloved object of the intraspecific struggle of Yakemenko-Zakhar Prilepin.

Steshin from KP does not have such a sharp fall (it was 155 - there were 144 thousand). Alexander Kotz is falling the number of views: at the beginning of each post, a person was read for half a million: now - less than 150 thousand. Approximately the same numbers of coverage of the Poddubny.

This can be a symptom of normalization of what is happening, when people, regardless of views that caught fresh news from the front, now prefer to live a less nervous life and react to their personality: the air temperature and the schedule of disconnecting hot water, and not the srach of court propagandists. A kind of information hygiene - or apathy. Or maybe, and, we repeat, indicate a decrease in the costs of this segment of propaganda, which has become poorly controlled from above.

Obviously, however, that the state retains the appearance of loyalty to the “military commissar”, not in a hurry to conflict with them openly.

This can only happen after the completion of the hostilities, when the need for “urgent collectors” will disappear, and their support in the troops will come to nullify in a natural way. However, only if the "military -bungalists" are trying to maintain a critical tone acquired in recent months. Here they will be remembered by everything that they had previously stigmatized from the opposite camp.

But if the audience is tired of hostilities, then not because of blood and cruelty. On the contrary, only shock-content is also able to attract attention. The bloodshed stopped shocking on its own, bored, and to hook, something more serious. One of the few channels that maintains popularity and shows only a slight decrease is the millionaire “Archangel of Special Forces”. In the top views - a video with the scenes of the death of Ukrainian troops without a bluer. They are steadily gaining 600-800 thousand views.

This material was released in the tenth issue "New Gazeta. Magazine". You can buy it in the online store of our partners.

* The Ministry of Justice of the Russian Federation has introduced in the register of "foreign agents".