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The study examines the role of the state in shaping a country’s stance on homosexuality and abortion, with a specific focus on Russia as a key illiberal player on the global stage. Using the logic of a natural experiment in media analysis, I investigate the changes in narratives before and after a prominent Russian news agency underwent an unexpected takeover by the state. While a general resurgence of traditionalism would lead to a shift in all topics related to ”traditional values,” the state takeover only impacted narratives about homosexuality, integrat- ing them into anti-Western rhetoric, while leaving abortion narratives unaffected. This study highlights the strategic reinforcement of specific illiberal topics by states, while maintaining neutrality on others, to preserve their hegemony, rather than simply embracing traditionalism or religiosity.