The 4W Model to Identify Agents of Influence

The 4W Model developed by the author of this article serves to identify agents of influence.

These are Western propagandists and lobbyists who act in the interest of authoritarian regimes. They are academics, authors, former diplomats, and „elder statesmen“ who have influence on the discourse in their country or even internationally.

What do they say: They do not clearly condemn the Russian invasion, or they do so only in a superficial manner. Instead, they shift the blame onto NATO, harshly criticize the West, and at the same time express sympathy for or make excuses for authoritarian powers such as Russia, China, Iran, or the BRICS bloc. It is also about what they leave out. They avoid mentioning Russian imperialism and ignore the sophisticated propaganda systems operated by Russia and now also by China. They present themselves as serious analysts while portraying the goals of dictators as reasonable or legitimate demands.

Where do they appear: They appear on television, at universities, and in bookstores. That alone does not expose them. What matters is that they also appear frequently on fringe channels, conspiracy-driven platforms, and state-run media from authoritarian regimes such as China, Russia, and Iran. Not every academic, former diplomat, or politician is media literate, but those who repeatedly show up on regime or fringe outlets reveal something about their worldview. Their views are clearly compatible with the messages these platforms promote.

Who shares their quotes One cannot always choose who shares one’s content, but it is revealing when pro-Russian trolls or fringe accounts consistently quote or circulate videos of a particular so-called intellectual. When the Russian Embassy or other regime-linked actors share their material, that is not a coincidence. These individuals operate within networks that amplify and legitimize each other. They repeat and spread one another’s messages to broaden their influence.

Whose payroll are they on: Are they being paid for articles or appearances on regime-controlled media? Are they financially supported by proxies such as oligarchs loyal to these regimes? Do they receive other incentives such as luxury travel, expensive accommodations, access to exclusive regime events, or other benefits that enhance their careers and visibility? Online amplification can also be profitable. All of these connections raise serious questions about where their loyalties lie and whose interests they serve.