CRISIS COMMUNICATION THROUGH SOCIAL MEDIA IN TIMES OF WAR A CONTENT ANALYSIS
CRISIS COMMUNICATION THROUGH SOCIAL MEDIA IN TIMES OF WAR A CONTENT ANALYSIS

Summary/Abstract: In a significant escalation of the ongoing conflict between Russia and Ukraine, a military invasion of Ukraine was launched by Russia on February 24, 2022. This military campaign followed a period of buildup of Russian military forces from early 2021 and a series of demands made by Russia for security measures and legal restrictions against Ukraine's potential membership in NATO. Since the events leading up to the Russian military operation in Ukraine, President Volodymyr Zelensky has used social media to expose his actions related to tensions with Moscow. At the dawn of the armed conflict, the Ukrainian president used the pages of the ministries and his official profile to promote his leadership figure and exalt his leadership in this issue. The present paper aims to investigate, using Dialogic Communication Theory (Kent & Taylor, 2002) and Renewal Discourse Theory (Ulmer & Sellnow, 2002), how the Russian-Ukrainian war (the "aggression" in official discourse) is presented in the posts of President Volodymyr Zelensky through the most used social networks in Ukraine (Facebook, Instagram, Twitter). The research provides valuable insights into how social media communication can increase stakeholder support and foster constructive discussions about progress. The analysis also shows that dialogue needs to be open, adaptive, unambiguous and participatory in order to engage with all relevant people.

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