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“It’s noticeable that the Kremlin is much more tempered than Russian TV but can’t change it,” Pavlovsky says. “It’s fallen into a trap, so it's now trying to function within the strictures of this picture.” He cites the example of the PR contortions the Kremlin had to use just to announce that it would not send troops into eastern Ukraine. “In this seemingly controlled media, any rational political arguments of the state have to be hidden and packaged in idiotic, jingoistic rhetoric,” Pavlovsky says.