Narratives of moral superiority in the context of war in Ukraine: Justifying pro-Russian support through social creativity and moral disengagement

The war in Ukraine has deepened ideological divides, particularly in neighbouring countries such as Romania and Moldova. This study examines how pro-Russian supporters in these nations construct narratives to sustain moral superiority while justifying the invasion of Ukraine. Drawing on Social Identity Theory (SIT) and theoretical models of social creativity and moral disengagement, we analyse how a positive collective identity is maintained despite support for morally contentious actions. Through thematic analysis of social media content expressing pro-Russian viewpoints, we identified strategies including reframing aggressive actions as morally justifiable, making favourable group comparisons, and emphasizing ingroup virtues while dehumanizing the outgroup. These approaches facilitate rationalization, mitigate cognitive dissonance, and preserve perceptions of moral superiority. Conspiracy theories about global powers manipulating the conflict further reinforce distrust in mainstream narratives and absolve Russia of responsibility. Our findings highlight how social identity mechanisms function to protect group identity, potentially intensifying ideological divisions and bolstering support for morally problematic positions. This research also provides insights into ways of combating misinformation and developing effective counter-narratives in modern geopolitical conflicts.