The same goes for Putin. I like the scheme drawn in this blog post. Simply denying the facts, for example, the annexation of Crimea, spark an outrage in opposition, which fuels more media coverage and more lies from Vladimir. Then the organized support campaign adds their part and both "truths" are lost in an ocean of information. Even hard facts can't stand against the flashing news headlines, and suddenly it becomes a fight of opinions, a performative action.
