OLENA ZELENSKA’S ENGAGEMENT ON INSTAGRAM DURING THE FIRST YEAR OF THE AGGRESSION OF THE RUSSIAN FEDERATION AS A TOOL OF UKRAINIAN SOFT POWER. CASE STUDY

Abstract

This study examines Olena Zelenska’s media engagement during the first year of the war, with her Instagram profile as an example of building Ukrainian soft power. Analysing the thematic categories of Instagram posts used to build Ukrainian soft power, published by the First Lady of Ukraine on Instagram during the first year of Russian Federation’s aggression against Ukraine, i.e., from February 24th, 2022 to February 24th, 2023. Methods: qualitative analysis of content, media discourse analysis method. The contents of Olena Zelenska’s posts on her official Instagram profile during the first year of the war can be considered a tool for building Ukrainian soft power. Zelenska uses it to convey values such as freedom, truth, concern for the children and women caught in the war, but also by showcasing the highlights of the broadly defined Ukrainian culture and showing the state policy in the context of the war, but most importantly, to convey faith in Ukrainian victory. Zelenska uplifted her compatriots, brought them hope, while asking the leaders of other countries for aid. She did not enforce anything or give any orders (i.e., did not use hard power), but rather used encouragement  and emotion, and lead by example, thus enticing others to share her values (soft power). The results of the study show how Instagram can become an important tool for building soft power by engaging important actors on state level.