THE DIGITAL BATTLEGROUND: VISUAL DISCOURSES ON SOCIAL MEDIA PLATFORMS DURING CONFLICT

Discourses on social media platforms are increasingly becoming visual in nature. However, little is understood about how visual information is shared and consumed. Such insights are especially significant during conflicts and social unrest, given the persuasive power of visuals. Accordingly, we conducted a critical visual study of a Reddit subforum dedicated to discussions on Ukraine in the context of the Russo-Ukrainian War. Specifically, our research design examines the interplay between content creators and the viewing audience, analyzing how they express and react to visual content, respectively. The findings demonstrate how visual content is exchanged for political participation amid societal challenges. This exchange gives rise to multiple discourses, notably highlighting the heroism and military prowess of Ukrainian-affiliated forces. We expect this study to contribute to social media scholarship by emphasizing how (visual) information is shared and consumed, while also acknowledging the beneficial and adverse effects of these platforms.