Putin and Zelensky in the Mirror: Antagonistic Leadership through Visual Narratives

This study examines the visual portrayal of the political leadership of Vladimir Putin and Volodymyr Zelensky in the context of the Russo-Ukrainian war. By using a qualitative methodology based on the semiotics of image, and employing tools such as Content Discourse Analysis and Critical Discourse Analysis, photographs published by international agencies have been analysed in order to explore how these leaders communicate and present themselves to the public through photography. Nine specific categories of analysis have been established for the purpose of thoroughly examining ten photographs from the first month of the conflict: type of shot; accompanied by other people, or alone; framing; colours; context, setting, non-verbal communication, attire and aesthetics; and lighting. Images of Putin depict him as an authoritarian and autocratic leader, emphasizing his control, power, isolation through closed environments, his imposing body language, and symbols of national authority. By contrast, Zelensky is shown in contexts that are more varied and accessible, using military attire and gestures of resistance to convey solidarity, empathy, and participative leadership. This visual contrast highlights the distinct communicative strategies in the approach they take toward leadership. This study also highlights the importance of images in the construction of political leadership narratives.