The point of the Chinese ambassadors comments is that modern war is multi dimensional. Propaganda is part of EVERY modern war. If you are losing the propaganda war it does not mean you will lose the war, but it sure as hell will be harder to win.
Rubbish. Russia has lost in Chechnia and Syria and South Ossetia and Crimea then? They didn't lose... propaganda only makes sense to get a population to do something to influence the war... the US media influenced the US citizens against the war in Vietnam and so they left the war, but Soviet media influencing the Soviet people regarding the US involvement in that Police Operation would be important for the US to win why?
How could the Soviet people being against the US invasion of Vietnam make any difference at all... simple answer is it doesn't... just like western opinion of Russian success or otherwise in Ukraine is not worth any effort either.
They have other things to focus on.
What Russia lost is the COST. Lets face it, whatever the outcome of this war, its HUGELY costly, and Russia does not have a captive reserve currency like the USA in order pay for this shit show. Like I said, failure to control or influence the narrative does not necessarily determine success or failure but it can HUGELY increase the cost and effort. Now Russia has another 1600km border they have to deal with with the stupid Finns, and they will have to decide, is it cheaper to defend this huge border, or just conquer Finland. And the Finns are really too stupid or more likely their politicians have been bribed, to realize they have made Finland into a huge threat to Russia. Perhaps the cheapest way for Russia to deal with this problem now is to demand that ALL Baltic nations declare neutrality or it will start atmospeheric testing of nuclear weapons in the Baltic sea. In return for no foreign troops Russia will gurantee their security, non-interference, supply lower cost energy and gurantee protection from foreign invasion. Putin was too weak on his call, he should have told the Finnish President that joining NATO makes Finland a direct threat to Russia that Russia will have to consider how to deal with, and that no options are off the table.