Mass media have been an important instrument for both sides of this conflict, which have been fighting for the hearts, minds and sympathies of their audience. This chapter focuses on the Russian mass media frame and carries the messages of key political actors. One of the frames that are apparent in the Russian news media is on the issue of global unity in the war against terrorism. Rhetorical theory identifies three main means of persuasion available to the sender, namely ethos, logos and pathos. The word and the concept terrorist and terrorism have become a very value loaded and hotly contested words and concepts. Director of the Federal Security Service (FSB), Nikolai Patrushev promoted the need to arrive at a unified definition, and therefore action, on terrorism. One of the areas in which the Russian security forces have been doing well in is the destruction of the established leadership of the Chechen separatist movement.