FIMI Glossary: Techniques & Narratives for Armenia
A guide to recognizing propaganda techniques and FIMI narratives with examples from Armenian YouTube (Q1 2026)
01Appeal to Fear
appeal_to_fear
Апелляция к страху
Deliberate escalation of fear and anxiety to manipulate the audience. Creating a sense of imminent threat — military, economic, social — to foster dependence on a protective power.
Typical phrases: "Iran will strike first", "Armenia will lose everything", "War is inevitable"
Video examples (3):
02False Authority
false_authority
Ложный авторитет
Using the authority of "experts", leaders, or "insiders" as proof without verifiable data. The authority replaces the argument. One guest, one position, zero counter-questions.
Typical phrases: "Our analysts confirm...", "As the expert explained...", "According to sources in intelligence..."
Video examples (3):
03Demonization / External Enemy
demonization
Демонизация / Внешний враг
Systematic portrayal of opponents, countries, or groups in an exclusively negative light. Assigning labels instead of analysis: "Western agents", "traitors", "puppets".
Typical phrases: "Western puppet", "They sold the country", "Foreign agents"
Video examples (3):
04Card Stacking / Cherry-Picking
card_stacking
Подбор фактов
Selective presentation of facts: only data supporting the desired conclusion is shown, while context, refutations, and alternative explanations are omitted.
Typical phrases: "The facts speak for themselves" (but only some facts), "Everyone can see that..."
Video examples (3):
05Stability vs Chaos
stability_framing
Стабильность vs Хаос
Any alternative to the current power = chaos. Change = destruction. The only safety is the status quo. Applied to Armenia: leaving CSTO/EAEU = vulnerability.
Typical phrases: "Without Russia, Armenia is defenseless", "European path = Turkish threat"
Video examples (2):
06Whataboutism
whataboutism
А что насчет…
Deflecting criticism by pointing to problems elsewhere. Systematic display of Western problems as a response to any internal criticism.
Typical phrases: "And what about the US?", "Europe has its own problems", "Look at Ukraine"
Video examples (2):
07Emotionally Loaded Language
emotional_language
Эмоционально заряженный язык
Words chosen for emotional impact, not meaning: "outrage", "atrocity", "horror" — instead of factual descriptions.
Typical phrases: "Atrocity!", "Catastrophe!", "They destroyed everything!"
Video examples (2):
08Personality Cult / Plain Folks
personality_cult
Культ личности / Свой парень
Glorification of a leader as unique and irreplaceable, OR presenting an official as "one of the people". Both bypass critical evaluation of policies.
Typical phrases: "The leader personally intervened", "He's just like us"
Video examples (2):
F1Russia as Armenia's Only Security Guarantor
The narrative that Russia is the sole reliable protector of Armenia against Turkish and Azerbaijani threats. Alternatives (EU, NATO, US) are framed as unreliable or hostile.
Counter-argument (IRI 2026): IRI data (Feb 2026): Russia perceived as threat by 29% (up from 24% in 2023). Russia as partner: 43% (down from 75% in 2023).
F2Western Alignment Will Provoke Punishment
The claim that moving toward the EU or NATO will trigger Russian retaliation, loss of economic benefits, or abandonment in the face of regional threats.
Counter-argument (IRI 2026): IRI data: 51% would vote to join EU. Only 5% cite "angering Russia" as concern. Main concern: "deterioration of national values" (15%).
F3Armenia Is Losing Sovereignty
Framing Armenia's Western-oriented policies as a surrender of sovereignty to foreign powers — while ignoring that the same argument applies to CSTO/EAEU dependence.
Counter-argument (IRI 2026): Pashinyan (Apr 5, 2026): "CSTO threatens Armenian sovereignty." Washington Declaration signed Aug 8, 2025.
F4Normalization with Turkiye Is a Threat
Framing any diplomatic engagement with Turkey as betrayal of Armenian interests, historical memory, and national identity.
Counter-argument (IRI 2026): Highest Noyan Tapan concentration of all FIMI narratives: 90.4% of all mentions come from one channel.
F5Democracy Is Being Undermined
Claims that democratic processes are a facade, elections are rigged, and civil society organizations are foreign tools — undermining trust in institutions.
Total mentions:
224 (thumbnails)
Noyan Tapan share:
29% of thumbnails
Counter-argument (IRI 2026): FIMI indicator detected in 29% of analyzed thumbnails across 3 Armenian channels (760 videos).
