Over the last few decades, there have been several generations that can be called “digital”. While older people may not ignore traditional media, younger generations receive information mainly or completely from the internet and new media. These new media platforms are not only means of mass media and communication, but also a convenient tool for propaganda, which is used by their users themselves. In the era of digital media, users are no longer only objects but also subjects. One of the most controversial topics of 2021 was the problem of vaccination against COVID-19. Representatives of the mass audience were instantly divided into “vaccinated” and “COVID dissidents.” Using the Telegram discussion chat of the Ural Federal University as an example of this phenomenon, the authors analyze propaganda methods used by both sides in this kind of confrontation. As research methods, we used content analysis of chat messages, as well as a survey of its participants. Many participants in the chat discussion accused each other of propaganda. Therefore, we decided to find out whether the propaganda was really obvious to the majority of subscribers, and what type of propaganda (coming from vaccination supporters or opponents) was noticed by the subscribers. Vaccination against the coronavirus infection remains a highly debatable issue that needs to be addressed. We show that an open and honest discussion, without the use of propaganda methods, is required to build confidence when addressing any forms and methods of mass vaccination in modern social practice.