In purely military terms, Ukraine’s surprise incursion of Russia this month is a dubious gamble. Moscow has not diverted forces from its grinding advances on the Donetsk front, a main focus of the current fighting, and the physical cost in dead or captured troops and evacuated citizens does not concern Russia’s president, Vladimir Putin.

The more significant potential of the invasion lies on the other front — that of information, propaganda, morale, image and competing narratives. That is where the fight is being fought to keep the West involved, to keep Ukrainians hopeful and to get Russians worried about the toll of the war in lives and treasure. And this is where Ukraine may see an advantage.

The very invocation of Kursk, the region where Ukraine made its advance, is familiar to every Russian as the site of not only a great World War II Soviet triumph but also the catastrophic accident that sank a Soviet nuclear-powered submarine in 2000. By moving into Kursk, Ukraine’s military has loudly advertised its boldness just when it looked as if its troops might never regain the initiative.

The surprise and speed of the Ukrainian attack and the flaccid Russian response have given new strength to calls by Ukrainian President Volodymyr Zelenskyy for the United States and his other Western supporters to abandon their insistence that he not use their weapons to attack Russian territory. Zelenskyy calls this the “naive illusion of so-called red lines,” and so far, his allies have not complained about the Kursk invasion. They may see little value in scolding Ukraine, the plucky David in this war, right after he has landed an audacious strike against a plodding Goliath.

Just as important, Ukraine’s move into Kursk highlights the inherent contradiction in Putin’s propaganda, which portrays the conflict as a proxy war against Western powers trying to deny Russia its destiny, and one in which a calm, united and prosperous Russia is certain to prevail. But that illusion falls apart once Ukrainian forces have succeeded in slicing into Russia and forcing tens of thousands of Russians to flee their homes.

The overriding imperative of Putin’s propaganda, inherited from the Soviet Union, is to enforce the belief that whatever is happening, however grave it may seem and whatever the cost, the Kremlin — Putin, to be precise — is in full control. The depth of the disaster precipitated by Russia’s war is revealed by the intensity of the effort — the euphemisms, insinuations, scapegoats and excuses — marshaled toward propaganda.

Putin, a product of the old KGB, is well practiced in this dark art. From the moment the war against Ukraine began in February 2022, he has been ruthless in enforcing a ban against even calling it a war. Russians are subject to arrest if they fail to call it a “special military operation,” even though Putin himself has occasionally slipped.

When Russian caterer and warlord Yevgeny Prigozhin died in a suspicious plane crash after sending his mercenaries who were fighting in Ukraine to march on Moscow, Putin kept a straight face as he offered his condolences, noting only that his latest victim had “made serious mistakes in life.”

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So when the Ukrainian army launched its unexpected drive into the Kursk region Aug. 6, the Kremlin propaganda mill got to work. There was no invasion, of course, only an “armed provocation,” a “situation,” a “terrorist attack” or “events in the Kursk region.” And of course, the insidious West was to blame. At a televised meeting at his residence with security chiefs and regional governors six days into the Kursk invasion, Putin declared that once again, it was “the West fighting us with the hands of the Ukrainians.” He insisted that Russian forces would retaliate appropriately and still accomplish “all our goals.”

When the acting governor of the Kursk region, speaking over a video link, began giving some actual details of the invasion, including the number of towns and villages affected and the amount of territory seized by the Ukrainian army, Putin sharply cut him off, saying he should leave such detail to the military and focus on the humanitarian response. The poor governor, who probably never imagined having his remote province invaded by anyone, must have assumed that his president wanted to learn what was really happening. Perhaps he was unaware that his job was not to worry the population with facts, but only to show that the government was in control and taking care of its people.

Putin has so far held firm to the line “We have everything under control.” He has not bothered to visit Kursk, and he has not delivered a rousing speech calling for a grand defense of the motherland. The state-controlled media has focused on showing the government ensuring that evacuees are safe and cared for and that the nation was rallying with an outpouring of humanitarian aid. The latest report from Russia’s emergencies ministry Tuesday said that more than 122,000 civilians had been relocated, including more than 500 in the previous 24 hours, many to shelters across Russia.

At the same time, the Kremlin has not reined in bellicose bloggers and commentators who are demanding a brutal retaliation for Kursk or shaming evacuees for not standing and fighting against the foreign invaders. Such critics actually serve a purpose for Putin. Hawks who call on an authoritarian ruler to be even more authoritarian are a useful foil, presenting the ruler as relatively reasonable.

Although public opinion is hard to gauge in a country where candor is dangerous, some discontent over Kursk has been gleaned on social media, and it does seem that Putin has been rattled. His irritation with the acting governor was one sign; another was his display of anger when he declared that the Ukrainian initiative undermined the possibility of negotiations. “What kind of negotiations can we talk about with people who indiscriminately attack the civilian population and civilian infrastructure, or try to create threats to nuclear power facilities?” he asked, oblivious to the rich irony of his words.

Whether the rant revealed that Putin was considering negotiations or that he was warning the West that it has to keep Ukraine in check if it wants negotiations is unclear. Zelenskyy has said only that the goal was to push the Russians farther back from Ukraine. Ukrainian forces have made little headway in Kursk after the initial assault, while to the south, Russian troops are advancing on their next major target, the city of Pokrovsk.

Whatever happens next in this unpredictable war, the importance of the information front must not be underestimated. Any operation that raises Ukrainian morale, bolsters Western support and jolts Putin’s narrative is a battle won.

Serge Schmemann writes for the New York Times.