Комуникационната сила на церемониала: Как Европа посрещна президента Зеленски през юли 2023 г
The communicative power of ceremonial: How Europe welcomed President Zelensky in July 2023

Author(s): Irina Garkova
Subject(s): Social Sciences, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communication; protocol; state ceremonial; visual messages
Summary/Abstract: The article explores the communicative role of state ceremonial during high-level visits. It compares the execution of protocol elements from the official program of Ukrainian President Volodymyr Zelensky’s series of consecutive visits to four European countries from 6th to 8th July 2023. The research interest lies solely in protocol decisions as gestures and messages in the realm of nonverbal communication. The comparison across countries aims to objectively discern the communicative signals emitted by the execution or non-execution of established protocol rules and ceremonial practices. A direct conclusion related to the produced communication effect of the conveyed protocol messages during the four visits is the significant disparities between one of the host countries and the other three. In a broader sense, it can be noted that the visual “language” of the ceremony has become an increasingly significant factor in the contemporary communication environment. On the one hand, it sends unequivocal messages, and on the other hand, it aligns with the most current media and audience demands – for a quick, attractive, easy, and simultaneously reliable interpretation of events and processes.

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