The CCD described the series as part of Russia’s broader soft power strategy.
“It is not just a cartoon, but an instrument of Russian ‘soft power’,” the Center stated.
According to the Center’s analysis, the animated series promotes a positive image of Russia through the character of the Bear, portrays other nations in a negative light through the behavior of the main character Masha, and normalizes Soviet symbolism and militaristic themes.
Experts emphasize that protecting the information space for children remains an important component of national security.
Traces of Russian propaganda
Critics contend that the issue is not any individual symbol appearing in the series, but the overall narrative it constructs about Russia.
Across the show, Russian cultural motifs—including folklore, traditional family values, and national symbols such as the bear—are depicted as welcoming, gentle, and universally appealing. Even references to the Soviet era, such as the appearance of a red five-pointed star in one episode, are presented in a child-friendly setting.
On their own, these cultural elements may seem harmless. However, critics argue that taken together they function as a form of soft power, introducing young international audiences to an idealized and carefully curated image of Russian culture and and national identity while downplaying or omitting the political realities associated with them.
The discussion is especially sensitive because some of the symbols featured in the series—including Soviet iconography—are closely linked in parts of Eastern Europe to repression, occupation, and other historical abuses. By presenting these symbols outside their historical context, framed instead as nostalgic or innocent, can make them more effective instruments of cultural influence.
You should hate Bluey too for being military propaganda.
It was quite a twist when Bluey flew overseas to join the Ukrainians.
It potrays the colonial delusion of “Australia” as something charming and harmless. No Aboriginal dogs are ever shown, just those favored by the settler population. One of the main characters’ dad is shown being an imperialist oil mercenary in the most popular episode. The main dad is an archaeologist, which in effect means he robs indigenous graves and sends them to museums for settlers to gawk at. It’s propaganda.