A common tactic. Israelis are expert at it. Internal consumption versus external consumption with external consumption atomised into different grades of propagandistic likelihood of effectiveness.
This part I don't agree with. I agree media literacy is a problem, but that it is a problem for the West with respect to the West. Then outside actors must be taken into account. The collectivizing narratives (and narrative strategies) pursued by the US and other western governments gives me as much cause for alarm, primarily because despite what people think, the West is in actuality far better at propaganda than the Russians or the Chinese. The axiom is that the freer the society the more heavily propagandized its people.
But overall, yes, the Russians are obviously running propaganda campaigns. Consider Israel's courting of far right anti-Semites in America. They do it because they've lost support among left and left-leaning voters and so promote different images of what Israel is depending on who they want to sway. Most countries do it, really, but those which engage in war do it more often and with more sinister purposes.