Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.17645/mac.v11i2.6366 |
Resumo: | The spectacularization of politics is not the exclusive patrimony of the media in their news coverage. Leaders from all over the world have successfully incorporated this “communicative style” into their own strategies, a style that finds a suitable space in visual social networks such as Instagram, in dynamic formats such as video, and in crisis contexts. This article analyzes the “spectacularization” of Ukrainian President Volodymyr Zelensky’s through Instagram. The methodological proposal is based on the study of the 5W in relation to the digital image and investigates the leading role, the staging, the space, and the technical resources of the videos. Thus, a content analysis is applied to a sample of 143 videos published by the president on his official profile in February–March 2022, when the conflict between Russia and Ukraine began, and in September–October 2022. We observed that Zelensky uses video in an intense and “spectacular” way: He exploits his figure in a professional style, strategically combines careful staging with amateurism, and uses resources such as subtitles to internationalize his discourse. |
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Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagramcelebritization; Instagram; politainment; political communication; pop politics; social media; spectacularization; Ukraine; war; ZelenskyThe spectacularization of politics is not the exclusive patrimony of the media in their news coverage. Leaders from all over the world have successfully incorporated this “communicative style” into their own strategies, a style that finds a suitable space in visual social networks such as Instagram, in dynamic formats such as video, and in crisis contexts. This article analyzes the “spectacularization” of Ukrainian President Volodymyr Zelensky’s through Instagram. The methodological proposal is based on the study of the 5W in relation to the digital image and investigates the leading role, the staging, the space, and the technical resources of the videos. Thus, a content analysis is applied to a sample of 143 videos published by the president on his official profile in February–March 2022, when the conflict between Russia and Ukraine began, and in September–October 2022. We observed that Zelensky uses video in an intense and “spectacular” way: He exploits his figure in a professional style, strategically combines careful staging with amateurism, and uses resources such as subtitles to internationalize his discourse.Cogitatio Press2023-05-16info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.17645/mac.v11i2.6366https://doi.org/10.17645/mac.v11i2.6366Media and Communication; Vol 11, No 2 (2023): Political Communication in Times of Spectacularisation: Digital Narratives, Engagement, and Politainment; 188-2022183-2439reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://www.cogitatiopress.com/mediaandcommunication/article/view/6366https://www.cogitatiopress.com/mediaandcommunication/article/view/6366/6366Copyright (c) 2023 Maite Plazas-Olmedo, Pablo López-Rabadáninfo:eu-repo/semantics/openAccessPlazas-Olmedo, MaiteLópez-Rabadán, Pablo2023-06-15T17:45:13Zoai:ojs.cogitatiopress.com:article/6366Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:54:08.503277Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram |
title |
Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram |
spellingShingle |
Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram Plazas-Olmedo, Maite celebritization; Instagram; politainment; political communication; pop politics; social media; spectacularization; Ukraine; war; Zelensky |
title_short |
Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram |
title_full |
Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram |
title_fullStr |
Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram |
title_full_unstemmed |
Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram |
title_sort |
Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram |
author |
Plazas-Olmedo, Maite |
author_facet |
Plazas-Olmedo, Maite López-Rabadán, Pablo |
author_role |
author |
author2 |
López-Rabadán, Pablo |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Plazas-Olmedo, Maite López-Rabadán, Pablo |
dc.subject.por.fl_str_mv |
celebritization; Instagram; politainment; political communication; pop politics; social media; spectacularization; Ukraine; war; Zelensky |
topic |
celebritization; Instagram; politainment; political communication; pop politics; social media; spectacularization; Ukraine; war; Zelensky |
description |
The spectacularization of politics is not the exclusive patrimony of the media in their news coverage. Leaders from all over the world have successfully incorporated this “communicative style” into their own strategies, a style that finds a suitable space in visual social networks such as Instagram, in dynamic formats such as video, and in crisis contexts. This article analyzes the “spectacularization” of Ukrainian President Volodymyr Zelensky’s through Instagram. The methodological proposal is based on the study of the 5W in relation to the digital image and investigates the leading role, the staging, the space, and the technical resources of the videos. Thus, a content analysis is applied to a sample of 143 videos published by the president on his official profile in February–March 2022, when the conflict between Russia and Ukraine began, and in September–October 2022. We observed that Zelensky uses video in an intense and “spectacular” way: He exploits his figure in a professional style, strategically combines careful staging with amateurism, and uses resources such as subtitles to internationalize his discourse. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-05-16 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.17645/mac.v11i2.6366 https://doi.org/10.17645/mac.v11i2.6366 |
url |
https://doi.org/10.17645/mac.v11i2.6366 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://www.cogitatiopress.com/mediaandcommunication/article/view/6366 https://www.cogitatiopress.com/mediaandcommunication/article/view/6366/6366 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 Maite Plazas-Olmedo, Pablo López-Rabadán info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 Maite Plazas-Olmedo, Pablo López-Rabadán |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Cogitatio Press |
publisher.none.fl_str_mv |
Cogitatio Press |
dc.source.none.fl_str_mv |
Media and Communication; Vol 11, No 2 (2023): Political Communication in Times of Spectacularisation: Digital Narratives, Engagement, and Politainment; 188-202 2183-2439 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799131614310039552 |