War and Its Imagery: The Visual Narrative of the Ukrainian State’s Instagram Account Ukraine.Ua as a Tool of Digital Public Diplomacy

This article presents an empirical analysis of the Instagram account Ukraine.ua, a key component in the Ukrainian government's communication efforts following the Russian invasion on 24 February 2022. Operated by the Ministry of Foreign Affairs in tandem with the NGO Brand Ukraine, this account has been instrumental in shaping Ukraine's digital communication strategy. The research delves into both the qualitative and quantitative aspects of the textual and visual content posted on this Instagram page, reconstructing the visual storytelling employed to influence perceptions of Ukraine, highlighting its distinctive features and their coherence with Ukraine's strategic objectives. The results of the empirical analysis are interpreted through the lenses of Public and Digital Diplomacy, alongside the more specific concepts of Nation Branding, Selfie diplomacy and Reputational Security. The latter, Reputational Security, is pivotal to this analysis, emphasising the significance of a positive national image in managing crises effectively. The insights gleaned from this case study offer an important understanding of Public Diplomacy and its ramifications, especially underscoring the role of digital platforms in the realms of international relations and crisis management. The article concludes by reflecting on how this case study enriches our comprehension of Public Diplomacy and propounds new questions for future scholarly enquiry.