Here's Ian Garner's thoughts on how Putin loses the propaganda war:
https://nitter.net/irgarner/status/1497580562751574016
He is a historian specializes in the representation of WWII in Soviet and Russian literary and cultural works. So essentially in Soviet/Russian propaganda.
Problem is they can't create heroes, they can't even talk about war. It's some bureaucratic, abstract job that needs to be done and forget about it. It cannot make own population care.
Meanwhile Ukraine rules the internet. All the things we see here too, following that liveuamap, the information about the events, or the majority videos in the polru threads come from Ukrainain sources. They control the narrative how the world gets know the conflict, what the world will remember. And this seeps into the internet media the Russian people consumes, and what's gonna happen when - Garner says - when the bodybags will arrive back to home, when they'll see the Russian mothers and babushkas crying. This will make the war very unpopular.
I remember reading (I think it was the book titled: Guerillas in the Mist) that the USA lost Vietnam at home, the North used the American media to make their efforts unpopular, despised. North Vietnam won through propaganda. So I think as the conflict gets longer Ukraine get higher chance to pull off a stalemate or even a win, if the Russian propaganda can't show something to counter the Ukrainian propaganda efforts.

Garner uses some examples, one about the heroic Zelensky defending in Kiev appears on one of my screenshots too, I deliberately included on it: >>46682
>I need ammunition not a ride
Genius.
Just looking around here we can find other examples. Although this is a NY Times report but also shows the brave civilians stepping up when the need arises. Doing great job of creating heroes.
Or this other video which showing Ukrainian civilians trying to stop Russian tanks. These images will get all over the world, into Russia too.
Or like these reports of the losses. Srsly, when come to numbers this what we get:
1. Russian military losses;
2. Ukrainian civilian losses.
What we don't get is the Ukrainian military losses. And this is because Putin and co. fails to counter Ukrainian propaganda.
Don't get me wrong, numbers game don't help the attacker when his action is already depicted as unjust. Did not help US in Vietnam when the results only could be counted in body count.