Touching the world with social media: Ukraine’s Zelenskyy is the Great Communicator of the Moment
In a blink, Russia’s attack on Ukraine changed the nature of modern warfare. The battlefield of global public opinion is having an unmistakable effect, as people around the world watch the events unfold in real time and take action.
Ukraine President Volodymyr Zelenskyy, a former comedian and actor, has stood out as a master communicator, not only engaging world leaders, but also speaking directly to a global audience via social media several times a day since the Russians attacked late last month.
In The Twenty Years’ Crisis: 1919–1939: An Introduction to the Study of International Relations, a book written nearly a century ago, author E.H. Carr explained three types of power: political power, economic power and power over opinion.
Little did Carr know how critical modern communications tools would be in shaping public opinion today, conferring real power to those who wield the right tools to shape it in their favor.
Consider how Zelenskyy powerfully said in a televised address which reverberated on Twitter, Facebook and Instagram, where he has gained millions more followers since the conflict commenced.: ”The enemy marked me as target number one, and my family as target number two,” he said.
Despite being on the top of Putin’s kill list, he has led by example, defiantly holding his ground, posting a video of himself and cabinet leaders in the center of Kyiv and declaring “We are all here, our soldiers are here, the citizens of the country are here. We are all here protecting our independence.”
He also gained global admiration when, in response to an offer from the United States, of an escape for him and his family, he declared: “ I don’t need a ride, I need ammo.’’
Zelenskyy’s words are reminiscent of Ronald Reagan’s, where he compared the Soviet Union to an “Evil Empire”. Reagan’s use of the Star Wars film-inspired terminology was brilliant as these words held meaning to the everyday person regarding the intentions of the Soviet Union expansion.
Zelenskyy’s also echoes Churchill’s famous June 1940 speech, that he gave after the Allied troops were moved to safety from Dunkirk. Just this past week, he was the first leader to ever virtually address the UK’s House of Commons.
Zelensky said: “We will not give up, and we will not lose. We will fight till the end — at sea, in the air, we will continue fighting for our land whatever the cost. We will fight in the forests, in the fields, on the shores, in the streets.”
Team Zelenskyy’s communications is what is inspiring his countrymen and even those from other countries to fight for Ukraine’s survival.
According to the Voice of America, 3,000 Americans have contacted the Ukrainian embassy asking to join the Ukrainians in their quest to save their country. Ukraine has even set up a website https://fightforua.org with details about how foreign fighters can provide assistance.
According to the Ukraine Foreign Minister Dmytro Kuleba, 20,000 people from 52 countries have volunteered to fight against the Russians.
Meanwhile, on the field and off, Ukraine’s non combative military is growing around the world, with regular people taking small but impactful ways to participate and help the people of the Ukraine.
A post on my own LinkedIn feed from noted yoga instructor Bobbi Hamilton read, “Thinking about how creativity can beat tyranny. I just booked an airbnb rental in Kyiv tonight to help keep money flowing in directly to people.”
The response has been in the millions of dollars, as thousands of people worldwide book host homes in Ukraine to immediately direct money into the hands of ordinary citizens. Airbnb CEO Brian Chesky has helped the effort by agreeing to waive all the fees involved in the bookings in Ukraine.
While Ukraine inspires world leaders, CEO’s and ordinary people to take action, Russia is clamping down on communications. In turn, the world is also shutting down its association with Russia, as multinational corporations from Boeing to Apple, Dell, Disney, BP, Visa and Mastercard are shutting down operations or walking away from investments. That economic isolation will be felt for years to come.
In another recent broadcast on Facebook, Zelenskyy is relentless in his communications.
According to CNN, in a recent speech, he switched from speaking Ukrainian to Russian, Zelenskyy directly asked the people of Russia to choose sides. “People of Russia … this is the time when you can still win over the evil,” he said.
In a world where billions of people have access to events in real time via smartphones and laptops, President Zelenskyy has shown himself a genius harnessing the hearts and minds of so many that the tide of public opinion has swiftly turned in his country’s favor. And social media, which has lately been pilloried for distorting truth, is showing its unique power to change the world for good as armies of individuals do what they can to stand with Ukraine, even as they read the news thousands of miles away.
