Czasopismo
Tytuł artykułu
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Warianty tytułu
Języki publikacji
Abstrakty
RESEARCH OBJECTIVE: This study uses mediatization theory and Goff - man'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 inva - sion. 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 have 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. His ubiquitous media presence has introduced a new perspective on leadership during wartime. (original abstract)
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 inva - sion. 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 have 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. His ubiquitous media presence has introduced a new perspective on leadership during wartime. (original abstract)
Czasopismo
Rocznik
Tom
Strony
35--60
Opis fizyczny
Twórcy
autor
- College of Media and Communication Texas Tech University Stany Zjednoczone
autor
- College of Media and Communication Texas Tech University Stany Zjednoczone
Bibliografia
- Associated Press (2022, February 26). Live updates: Zelensky declines US offer to evacuate Kyiv. AP News. https://apnews.com/article/russia-ukraine-business-europe-united-nations-kyiv-6ccba0905f1871992b93712d3585f548 (accessed on 5th Dec. 2023).
- Campus, D. (2010). Mediatization and personalization of politics in Italy and France: The cases of Berlusconi and Sarkozy. Interna-tional Journal of Press/Politics, 15(2), 219-235.
- Chandler, D., & Munday, R. (2016). A dictionary of social media. New York: Oxford University Press.
- Chong, D., & Druckman, J.N. (2007). Framing theory. Annual Review of Political Science, 10(1), 103-126.
- Goffman, E. (1959). The presentation of self in everyday life. New York: Anchor Books.
- Grabe, M.E., & Bucy, E.P. (2011). Image bite analysis of political vis-uals: Understanding the visual framing process in election news. In E.P. Bucy & R.L. Holbert (Eds.), Sourcebook for Political Commu-nication Research (pp. 231-259). New York: Routledge.
- Hjarvard, S. (2008). The mediatization of society. Nordicom Review, 29(2), 102-131.
- Lilleker, D., & Veneti, A. (Eds.) (2023). Research handbook on visual politics. Cheltenham, UK: Edwin Elgar.
- Makhortykh, M., & Sydorova, M. (2017). Social media and visual framing of the conflict in Eastern Ukraine. Media, War & Conflict, 10(3), 359-381.
- Mazzoleni, G. (2014). Mediatization and political populism. In F. Esser & J. Strömbäck (Eds.), Mediatization of politics: Under-standing the transformation of western democracies (pp. 42-56). London: Palgrave Macmillan.
- Mendonça, R.F., & Caetano, R.D. (2021). Populism as parody: The visual self-presentation of Jair Bolsonaro on Instagram. Interna-tional Journal of Press/Politics, 26(1), 210-235.
- Meyrowitz, J. (1977). The rise of the "middle region" in politics. ETC: A Review of General Semantics, 34(2), 133-144.
- Meyrowitz, J. (1986). No sense of place: The impact of electronic media on social behavior. New York: Oxford University Press.
- Newhagen, J.E., & Bucy, E.P. (under review). Understanding Russian public approval for Putin's 'special operation' in Ukraine. PS: Po-litical Science and Politics.
- Nye, J.S. (1990). Soft power. Foreign Policy, 80, 153-171.
- Parry, K. (2011). Images of liberation? Visual framing, humanitari-anism and British press photography during the 2003 Iraq inva-sion. Media, Culture & Society, 33(8), 1185-1201.
- Peng, Y. (2020). What makes politicians' Instagram posts popular? Analyzing social media strategies of candidates and office hold-ers with computer vision. International Journal of Press/Politics, 26(1), 143-166.
- Rodriguez, L., & Dimitrova, D.V. (2011). The levels of visual framing. Journal of Visual Literacy, 30(1), 48-65.
Typ dokumentu
Bibliografia
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Identyfikator YADDA
bwmeta1.element.ekon-element-000171693751
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