The Evolution of Digital Communication: Zelensky and the Use of Instagram in Wartime

Social media platforms have played a significant role in the widespread dissemination of propaganda images during recent conflicts. This phenomenon underscores the importance of these tools as vehicles for the spread of political narratives, ideologies, and propaganda messages. This study aims to investigate the role of visual propaganda in the current era of social media, with a focus on the use of spectacularization as part of the communication strategy employed by the Ukrainian President, Volodymyr Zelensky, within the context of the Instagram platform. The objective of this analysis is to explore how Zelensky uses Instagram as a tool to spectacularize his political persona and promote his agenda. We examine the nature and mechanisms of spectacularization, with a specific focus on how the Ukrainian President constructs a public image that combines elements of entertainment and politics. To examine the use of Zelensky's public image and personal style in the ongoing conflict, we employed a combination of social media analysis tools. These platforms allowed us to monitor and delve into the effectiveness of Zelensky's public appearances from February 24, 2022, to February 24, 2023, providing us with a comprehensive overview of the current state of affairs. The collected data were analyzed using a multidisciplinary approach that combines political communication theory and media analysis. The results indicate that the President's personal style, characterized by a predominantly informal and de-institutionalized appearance, significantly impacts the public perception of his political persona. Within the landscape of social media-based information warfare, various issues are addressed and explored. Overall, this context highlights the importance of understanding how visual imagery is used as a tool of manipulation and persuasion within the dynamics of social media. Keywords: propaganda, spectacularization, communication strategies, Zelensky, Instagram