Andreas Ventsel

My research builds on political semiotics and currently centers on the semiotic analysis of anti-Estonian influence operations—how states and political actors shape public perception, frame conflicts, and promote identity narratives. During my visit to Stanford University, I aim to refine my new research agenda, the semiotics of deterrence which explores how deterrence strategies rely on audience perception and emotional credibility. In the context of current global tensions, such as the war in Ukraine and the U.S.–China rivalry, understanding the communicative power of deterrence is more critical than ever.

In my current project, I focus on Russian and Chinese influence operations in NATO member states, especially in the Baltic region. I examine how recent political developments have shaped deterrence strategies and how different actors define security. To explore this, I use the concept of strategic culture—shared beliefs shaped by historical experience—and approach it through the lens of strategic communication.

By applying cultural semiotics, I analyze how meaning-making processes differ across strategic cultures as a part of cultures and how these are used to build persuasive strategic narratives. This approach, which I call the semiotics of deterrence, helps identify the textual, verbal, and visual strategies behind deterrence efforts and reveals how these resonate with specific audiences. The goal is to support the development of more culturally informed and effective counter-strategies to resist hostile influence operations.

Andreas Ventsel is Professor of Political and Sociosemiotics at the University of Tartu. His interdisciplinary research encompasses semiotics, discourse theory, visual communication, security studies, and political analysis. He has published extensively in leading academic journals, including Media, War & Conflict, European Security, Armed Forces & Society, Europe-Asia Studies, and Theory, Culture & Society. Ventsel is the co-author of several books, such as Strategic Conspiracy Narratives: A Semiotic Approach (Routledge, 2021, with Mari-Liis Madisson, University of Tartu), Introducing Relational Political Analysis: Political Semiotics as a Theory and Method (Palgrave Macmillan, 2021, with Peeter Selg, Tallinn University), and Varjatud märgid ja salaühingud: Vandenõuteooriate tähendusmaailm (Postimees Kirjastus, 2023, with Mari-Liis Madisson and Mihhail Lotman). He is also the editor of Power of Emotions: On the Affective Constitution of Political Struggle. A Multidisciplinary Approach (Springer, 2025, with Peeter Selg).

Currently, Ventsel is the principal investigator of the Estonian Research Council grant PRG 1716, “Relational Approach to Strategic History Narratives,” and leads the project “Strategic Communication in the Context of the War in Ukraine: Lessons Learned for Estonia,” supported by the Estonian Defence Forces. Photo by Kerttu Kruusla.