Analysis of the online communication strategy of world political leaders during the War in Ukraine (February 24, 2022 - January 23, 2023)

Abstract

This paper studies the online communication strategies of world leaders during the war in Ukraine from February 24, 2022, to January 23, 2023. To analyze the collected data, various qualitative and quantitative methods such as content and sentiment analysis were used. The findings indicate that the majority of world leaders communicate via Twitter, and their tweets are mainly positive in tone. The most active communication strategies involve using hashtags related to the issues of the war, retweeting messages from other leaders, and issuing statements about the conflict. The results suggest that the participating leaders position themselves as the voice of the nation and emphasize the importance of international solidarity in achieving peace. Furthermore, the study reveals that the leaders are highly engaged in bidirectional communication, with the majority of messages focused on people's safety and the need for a diplomatic solution. The findings of this study could help policymakers understand how online communication plays a role in international conflict resolution as well as how world leaders can effectively use online communication to engage with their public.