Social Media as a Tool of Foreign Policy: A Case Study of Zelensky's Communication

This thesis analyzes the communication strategy of Ukrainian President Volodymyr Zelensky on social media platform X (formerly Twitter) during the second year of the Russian invasion of Ukraine (2023). The aim is to explore how Zelensky utilizes this platform to shape perceptions of the war and mobilize support. The study combines quantitative and qualitative methods of content analysis with critical discourse analysis. The theoretical framework introduces key concepts of digital diplomacy, media framing, rhetorical strategies, and their application in political communication. The methodological chapter outlines the research design, data collection methods, and analytical approaches. The subsequent chapter focuses on analyzing the content of Zelensky's posts, identifying dominant themes, content types, target audiences, and emotional tones. It further examines the framing of the conflict and its actors, and analyzes Zelensky's rhetorical strategies, including his use of figurative language and stylistic devices. The final section delves into audience engagement analysis and sentiment of reactions. The findings demonstrate that Zelensky effectively employs a combination of rhetorical strategies—ethos, pathos, and logos—to enhance his authority and establish emotional connections with the audience. His posts are predominantly positive in tone, emphasizing mobilization of international support, motivating Ukrainian citizens, and highlighting foreign aid efforts.