Zelensky's leadership in Telegram and its impact on citizens: internationalisation, mobilisation and emotions in the Ukrainian war
DOI:
https://doi.org/10.51698/tripodos.2024.56.04Keywords:
political communication, Telegram, Zelensky, Ukraine, citizenship, emotions, digital mediaAbstract
In a global stage of political crisis and with a weakened democracy due to the impact of populism and disinformation, the Russian invasion of Ukraine presents a new challenge to the public sphere. The social, economic, and geopolitical effects of the conflict on a global level are currently unknown. However, public perception responds to the influence of new forms of leadership and emotion-based communication. Using a methodology that relies on content analysis, this research aims to analyse the digital discourse of Ukrainian President Volodymyr Zelensky during the first year of the war on the Telegram platform. This messaging network promotes one-way communication, immediacy, and access to active follower communities. The results of the study of his 2,089 posts demonstrate the predominance of strategies such as the internationalisation of the conflict and the mobilisation of Ukraine. Furthermore, the analysis of emotions reveals the presence of values such as gratitude, hope, and pride, aiming to construct Zelensky's image as a hero in the digitised society of the 21st century.
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