Remember there are nearly no opposition parties, in parliament only one elected official voted against the annexation of the Crimea and all the main media are under the control of government linked businessmen
secondly the internet is censored and people who are writing things that are oppositional risk or are condemned while holding manifestations in the street or protesting in the street can also get you into jail for several years (and the terms are so vague that nearly anything can be considered 'extremist')
thirdly every organisation that receives money or support from outside Russia has to be registered as a 'foreign agent' which makes it very easy to portray them also as foreign 'to Russia'
at the positive side the inclusion of the church, the folk culture and the business world into the government sphere of influence has made it difficult for people in these circles to become oppositional or to try to distance their institutions and media a bit away from the regime
the result is this
"At the same time, only 1 percent of Russians following news about Ukraine told Gallup that they do not use state media to get information on what is happening there. The Gallup poll was released Friday and was conducted among 2,000 people with a margin of error of 2.7 percent.
Despite the Internet's divergence of news sources and opinions, the Russian government has succeeded in making its own position on the Ukraine crisis central in the public discourse, according to Alexander Morozov, head of the Moscow Media Research Center.
"The Kremlin has built its propaganda around the idea that supporting its policy is the right thing to do, morally, and nobody wants to be immoral. Every human being wants to be on the side of good, not evil: The trick is convincing them what the good side is," Morozov told The Moscow Times in a phone interview.
In the mainstream Russian media's portrayal of the Ukraine conflict, the pro-Russian insurgents are portrayed as heroes fighting the forces of evil personified by the Ukrainian government. As a consequence, it is difficult to know what people really think themselves, as "they live in an imaginary world, where events in Ukraine are like a movie where you are led to take one side over the other," Morozov said.
Vasily Gatov, an independent media researcher, said that the mass media outlets offer a template that defines people's "comfort zones" in respect to attitudes to developments in Ukraine.
"As a consequence, for most people, there is no need to turn on critical thinking, or, as psychologists say, assert their own consciousness," Gatov told The Moscow Times.
For many Russians the picture presented by the state media offers psychological comfort. By supporting that position, people do not feel like they ought to act, and it calms them down, according to Fyodor Krasheninnikov, president of the Institute of Development and Modernization of Social Connections.
"The government stimulates conformism in society, while federal media outlets act as fast food delivered to people's homes. You do not have to do much to access it," Krashenninikov said in a phone interview.
and why is this like coca cola
well coca cola has one distribution paradigma and that is that it has to be available within 5 minutes
so this kind of propaganda environment is the same thing, every time you may have an independent question or thought about something there is somewhere within 5 minutes some kind of media to provide you with the 'right' answers and filtered information that will continue to confort you