A sharp increase in tensions and massive military clashes in the Nagorno-Karabakh conflict zone in April 2016 drew international attention to this “frozen” conflict, the negotiations for which are co-led by the West and Russia. This conflict and its escalations not only spur up tension and violence, but are also accompanied by significant ideological and discursive changes within the countries. They contribute to the growth of militaristic and revanchist sentiments within the societies. The goal of this review is to discuss the recent processes and internal discursive trends that have emerged in Armenia as a result of these escalations and to trace the rise of militarist and mobilizing discourses.