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

Abstract

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 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.