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Volodymyr Zelensky - From Onscreen to Online

Sjöberg, Lisa LU and Gustafsson, Kerstin (2022) SKOK11 20221
Department of Strategic Communication
Abstract
As of the current state, there is an ongoing war in Europe; something which has not been experienced in modern days. A crisis like this aids for political leaders who can communicate to their people, hence this thesis was sprung from an interest in investigating the unforeseen video communication that has surfaced with the Ukrainian president Volodymyr Zelensky. The research delves into how the communication of his is strategically laid out in accordance with the social media era, and how it is appealing to the social media generation.
The method used was a qualitative content analysis, with additional quantitative strains in sample size. Our analysis illustrated frequent patterns of strategies used by Zelensky. Concludingly, there was a... (More)
As of the current state, there is an ongoing war in Europe; something which has not been experienced in modern days. A crisis like this aids for political leaders who can communicate to their people, hence this thesis was sprung from an interest in investigating the unforeseen video communication that has surfaced with the Ukrainian president Volodymyr Zelensky. The research delves into how the communication of his is strategically laid out in accordance with the social media era, and how it is appealing to the social media generation.
The method used was a qualitative content analysis, with additional quantitative strains in sample size. Our analysis illustrated frequent patterns of strategies used by Zelensky. Concludingly, there was a linkage between theoretical strategies used that work for persuasion and increased authenticity in appealing to the social media generation.
The phenomenon of a political leader communicating online in a current wartime context is terra-incognita. Hence this study has paved the way to further contextualise political communication in the sphere of social media. (Less)
Please use this url to cite or link to this publication:
author
Sjöberg, Lisa LU and Gustafsson, Kerstin
supervisor
organization
alternative title
A Content Analysis of Volodymyr Zelensky's Wartime Video Communication
course
SKOK11 20221
year
type
M2 - Bachelor Degree
subject
keywords
Keywords: political communication, social media, digital natives, social media era, social media communication, vlogging, impression management, rhetorics, narratives.
language
English
id
9082249
date added to LUP
2022-06-03 17:06:03
date last changed
2022-06-03 17:06:03
@misc{9082249,
  abstract     = {{As of the current state, there is an ongoing war in Europe; something which has not been experienced in modern days. A crisis like this aids for political leaders who can communicate to their people, hence this thesis was sprung from an interest in investigating the unforeseen video communication that has surfaced with the Ukrainian president Volodymyr Zelensky. The research delves into how the communication of his is strategically laid out in accordance with the social media era, and how it is appealing to the social media generation. 
The method used was a qualitative content analysis, with additional quantitative strains in sample size. Our analysis illustrated frequent patterns of strategies used by Zelensky. Concludingly, there was a linkage between theoretical strategies used that work for persuasion and increased authenticity in appealing to the social media generation. 
The phenomenon of a political leader communicating online in a current wartime context is terra-incognita. Hence this study has paved the way to further contextualise political communication in the sphere of social media.}},
  author       = {{Sjöberg, Lisa and Gustafsson, Kerstin}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Volodymyr Zelensky - From Onscreen to Online}},
  year         = {{2022}},
}