Abstract
Abstract: Social media platforms have altered the way societies interact with war. The use of social media triggered a paradigm shift in terms of targeting audiences, influencing the construct of strategic narratives, and spreading (dis)information. Social networks like Facebook, Twitter, YouTube, and WhatsApp enable users to follow military action in almost real-time and in greater detail than ever before. The weaponization of social media is targeting our attention, and in parallel with the actual war, a battle for our hearts and minds is being fought with memes, viral tweets, and video clips. The war in Ukraine is not the first to be documented on social media, but it is definitely the most viral one. This article highlights the role of social media and, in particular, how both Russia and Ukraine have used TikTok in the first months of the conflict.
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