Armenia’s Pre-Election Climate Marked by Personal Rivalries

Russian-Armenian business magnate Samvel Karapetyan

Armenia’s pre-election environment is increasingly shaped by public exchanges (հանրային փոխադարձ խոսակցություններ) [hanrayin pokhadrardz khoskakcutyunner] between political figures, particularly through social media messaging (սոցիալական մեդիայի հաղորդագրություններ) [sotsialakan mediayi haghordagrutyunner]. Prime Minister Nikol Pashinyan regularly publishes video addresses directed at Samvel Karapetyan, using irony and references to his political branding.

“Strong guy, you have both the internet and a phone. Say a few words to the people live. Or fine, if you cannot say two words on your own, read from start to finish the text you published. If you manage to read it, I will acknowledge that you are a strong guy,” Pashinyan said in a recent video message.

Karapetyan did not respond personally. Instead, his position was conveyed through a relative and political ally, reflecting a different communication approach (հաղորդակցության մոտեցում) [haghordaktsutyan motetsum] in the campaign.

“Man in a top hat, do not be afraid of Karapetyan. He will not harm you. He will come out, and he will have something to say to you.”

Pashinyan replied with another video message, warning that Karapetyan could face serious financial consequences, pointing to concerns related to financial assets abroad (արտաքին ֆինանսական ակտիվներ) [artaqin finansakan aktivner]. A political analyst later described this as a “transparent hint,” linking Karapetyan’s actions to possible external influence (արտաքին ազդեցություն) [artaqin azdecutyun].

“Samvel Karapetyan has to act on Russia’s instructions. Otherwise, they will take away his assets in Russia. This has happened many times to businessmen who went against the Kremlin’s will and refused to follow Moscow’s orders,” he said.

At the same time, Karapetyan remains under house arrest (տնային կալանք) [tnayin kalank], after being charged with calling for a seizure of power (իշխանության զավթման կոչ) [ishkhanutyan zavtman koch]. Although authorities have allowed him to communicate publicly, this legal situation limits his direct participation in the campaign.

The prime minister has also framed the election debate around the country’s peace agenda (խաղաղության օրակարգ) [khaghaghutyan orakarg], accusing several opposition figures of promoting its revision and pushing society toward conflict. He linked these positions to financial interests and suggested that war could serve as a means of economic benefit (տնտեսական շահ) [tntesakan shah] for certain actors.

“War will bring them the following: they will run a forward post, not a state. Time has shown that this benefits them financially.”

He further stated that key opposition figures hold significant assets in Russia and Belarus, implying that these economic ties (տնտեսական կապեր) [tntesakan kaper] influence their political positions and strategies.

Political analyst Robert Gevondyan argues that the campaign has become focused on attracting voters drawn to scandal-driven politics (սկանդալային քաղաքականություն) [skandalayin kaghakakanutyun] rather than substantive debate. He suggests that voters seeking a higher level of political culture (քաղաքական մշակույթ) [kaghakakan mshakuyt] have largely already made their choices.

“I have never heard Karapetyan speak publicly, including in Russian. I have seen separate clips where he spoke both Armenian and Russian. But that was clearly at the level of informal speech. It was everyday communication. Speaking like that in public would damage his reputation. I assume that is why he does not appear publicly. But this is only my assumption.”

The analyst also noted that Karapetyan’s campaign involves significant spending, including visible promotional activities and media engagement, reflecting broader patterns of campaign financing (քարոզարշավի ֆինանսավորում) [karozarshavi finansavorum].

“Samvel Karapetyan spends in Armenia money he earned in Russia. If his actions did not match the Kremlin’s preferences, he would not be able to do anything. Karapetyan spends huge sums of money, from renting campaign buses that drive around the city with his photo to certain activities in the media sphere. If officials in Russia did not agree with this, he would not be able to spend this money. They would not allow him to take it out of Russia.”

He added that the opposition is attempting to strengthen its position through political alliances (քաղաքական դաշինքներ) [kaghakakan dashinqner], potentially uniting with other forces ahead of the elections. This reflects an effort to consolidate influence within the broader electoral competition (ընտրական մրցակցություն) [yntrakan mrtsaktsutyun].

Overall, the campaign environment in Armenia is marked by personal rivalries, strategic messaging, and competition for undecided voters, particularly those responsive to high-profile and controversial narratives.

Key Armenian Vocabulary

հանրային փոխադարձ խոսակցություններ [hanrayin pokhadrardz khoskakcutyunner] public exchanges
սոցիալական մեդիայի հաղորդագրություններ [sotsialakan mediayi haghordagrutyunner] social media messaging
հաղորդակցության մոտեցում [haghordaktsutyan motetsum] communication approach
արտաքին ֆինանսական ակտիվներ [artaqin finansakan aktivner] financial assets abroad
արտաքին ազդեցություն [artaqin azdecutyun] external influence
տնային կալանք [tnayin kalank] house arrest
իշխանության զավթման կոչ [ishkhanutyan zavtman koch] calling for a seizure of power
խաղաղության օրակարգ [khaghaghutyan orakarg] peace agenda
տնտեսական շահ [tntesakan shah] economic benefit
տնտեսական կապեր [tntesakan kaper] economic ties
սկանդալային քաղաքականություն [skandalayin kaghakakanutyun] scandal-driven politics
քաղաքական մշակույթ [kaghakakan mshakuyt] political culture
քարոզարշավի ֆինանսավորում [karozarshavi finansavorum] campaign financing
քաղաքական դաշինքներ [kaghakakan dashinqner] political alliances
ընտրական մրցակցություն [yntrakan mrtsaktsutyun] electoral competition