Mediatization and Mystique. Volodymyr Zelensky’s Self-Presentation on Instagram

Erik Bucy; Claire Seigmund

doi:10.35765/hp.2501

Data publikacji : 2024-06-30

Tom 15 Nr 51 (2024)

Mediatization and Mystique. Volodymyr Zelensky’s Self-Presentation on Instagram

Erik Bucy

http://orcid.org/0000-0003-4925-2244

Claire Seigmund

http://orcid.org/0009-0009-0857-4010

DOI: https://doi.org/10.35765/hp.2501

Dział: Vol. 15, No. 51 (2024): Mediation and mediatisation of the contemporary warfare

Abstrakt

RESEARCH OBJECTIVE

This study uses mediatization theory and Goffman’s concept of self-presentation to explain the inseparable role of social media in the rise of Volodymyr Zelensky in Ukrainian politics and, since the Russian invasion, world consciousness. From the start, his political persona has been governed far more by media logic than political calculation, although the former has translated into the latter.

THE RESEARCH PROBLEM AND METHODS

The analysis explores how Zelensky develops an iconic communication style through visual framing and other mediation techniques. Towards this end, we conduct a visual content analysis of images posted to his official Instagram account across three points in time: his candidacy, presidency before the invasion, and first year of the invasion. 100 images are sampled from each time period and subjected to detailed visual and nonverbal analysis.

THE PROCESS OF ARGUMENTATION

Employing framing theory and Goffman’s notion of self-presentation, the study explains the Ukrainian leader’s skillful use of visual and nonverbal messaging to project an image of an everyman president and, beginning with the February 2022 invasion, emergent soldier-in-chief. The analysis also shows how specific visual appeals (e.g., facial expressions, Ukrainian symbols) and background settings influence Zelensky’s presentation over time.

RESEARCH RESULTS

Results show how the inclusion of more political, and then diplomatic and military, elites in posts during his presidency and year one of the invasion positions Zelensky as a recognized leader while solidifying his status as soldier-in-chief. Indeed, the ubiquity and universality of his soldier persona has become a widely recognized symbol of the fight for democratic freedom.

CONCLUSIONS, INNOVATIONS AND RECOMMENDATIONS

The study illustrates how Zelensky utilizes social media, Instagram in particular, as a platform for compelling self-presentation while communicating a message of national unity and resolve.

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