Since the start of the conflict, Volodymyr Zelensky has regularly addressed Ukrainians on social networks, while Vladimir Putin has gone through a much more controlled and distant television exercise.
For semiologist Virginie Spies and political communication researcher Alexandre Eyries, interviewed by
20 Minutes
, it is the Ukrainian president who wins the communication battle, by presenting a human face with which we can identify.
In the long term, Volodymyr Zelensky could become an international interlocutor who counts, while Vladimir Putin isolates himself more and more.
Prohibition of the terms “war” or “invasion” in the Russian media, suspension of channels relaying Kremlin RT and Sputnik propaganda in Europe, videos of Ukrainian soldiers dancing on TikTok… The war in Ukraine is also a communication war.
Nothing really new, you will tell us, since the two world conflicts of the 20th century had also had their dose of disinformation.
But the showdown between Russia and Ukraine is also personified around the figures of the two presidents.
You may have rolled your eyes when your colleague called Volodymyr Zelensky "too cute."
The Ukrainian president was a virtual unknown internationally before the crisis, and here he is talking every day with leaders around the world.
From live Facebook to speech in front of the European Parliament, the former actor is everywhere.
In the other camp, the powerful Vladimir Putin decides, lambasted from all sides.
What if, despite a largely unfavorable military context, Ukraine won the war thanks to its image?
The movie villain and today's hero
In this media battle, "there is an opposition of style and personalities" between two men "not of the same generation", notes Alexandre Eyries, HDR lecturer in information and communication sciences and director of the “mutations and agility” chair at IMSGeneva.
On the one hand, a Vladimir Putin "stuck at the time of great media masses", in a "traditional posture", cold, in costume.
In short, a com' that takes us back several decades.
"When you want to give the villain a role in the cinema, you don't do anything else", summarizes for
20 Minutes
the semiologist Virginie Spies, who also underlines the loneliness of the Russian in the image.
“He is afraid of being next to certain people, he is always isolated, far from his interlocutors”, as during his interview with Emmanuel Macron or with his generals when he orders them to put the deterrent force on alert.
Conversely, Volodymyr Zelensky marked the first days of the conflict by filming himself among the inhabitants of Kiev, saying “I am here!
», Dressed in the khaki t-shirt that he never takes off.
“There is a real phenomenon of identification, Zelensky is us, it could be a father, our brother”, image the semiologist.
This local communication is actually well studied, according to Alexandre Eyries.
“His former job serves him in capturing attention”, deciphers the author of
Political Communication 3.0
, citing “the serious air, the framing at the height of a man, the address eye to eye”.
"He corresponds to today's hero", adds Virginie Spies, "it is Mr. Everyman who becomes a savior, he is on the ground with his fist raised".
“Putin has always viewed human relations from the angle of brutality”
What to explode the popularity of the Ukrainian president and former actor beyond the borders.
"If we look at his wife's Instagram account, they are social network stars," notes Virginie Spies.
By showing his courage and with his punchlines like "I don't need a taxi, I need ammunition" retorted to the Americans who wanted to exfiltrate him, he "may end up cornering the Western world" with the he idea that "it's incomprehensible not to help him", she believes.
"Social networks, Twitter in particular, make it easy to unite supporters," adds Alexandre Eyries.
And by identifying every day the leaders with whom he exchanges, he asserts himself as a privileged interlocutor for the future, in particular for the countries of the center of Europe,
Vladimir Putin, far from these considerations, locks himself into an ever more martial response.
“He always considered human relationships from the angle of brutality,” recalls Alexandre Eyries.
"His very 'lone rider' posture and his stubbornness to go all the way can cost him dearly in terms of support," he adds.
Its main ally, China, does not want to condemn Russia for its claims for Taiwan.
But, given its investments in Africa, the Middle Kingdom cannot risk financial support and sanctions either.
Military advantage or not, “when war turns to a communication disadvantage, it makes you think”, pushes the academic.
Ultimately, Vladimir Putin therefore risks isolating himself a little more on the international scene, and Virgine Spies draws a link between his loneliness in the image and reality.
"There is no doubt that Zelensky is winning the media battle," she concludes, seeing the Ukrainian president as a "model" in the process of asserting himself.
From there to last on the international scene?
"He is in the process of turning the tide on communication, but it's a little early to say that it's making things happen" in terms of the conflict, tempers Alexandre Eyries.
Media battle won or not, the siege of Kiev will not be won by selfies.
World
War in Ukraine: Ukrainian soldiers who dance are a hit on social networks
Series
War in Ukraine: We watched on Arte "Servant of the people", the series carried by President Volodymyr Zelensky
War in Ukraine
Vladimir Poutine
Communication
World
Russia
Volodymyr Zelensky
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