Ukrainian information war during Russian invasion of Ukraine has a great impact on the information space, attracting the attention of both Ukrainian and global publics. The focus of the Ukrainian narrative is largely on international support and the desire to present events in a light favorable to Ukraine. Ukrainian discourse focuses on internal dynamics and the situation inside Ukraine. One aspect of Ukrainian propaganda is the desire to evoke an emotional response from the audience and to spread dramatic wartime stories. Ukrainian media have been accused of telling propaganda stories and urban legends such as the "Ghost of Kyiv" or the "Guardians of Snake Island."
Ukrainian propaganda is not limited to the domestic information space, penetrating the Western media. With the support of foreign consultants, especially American lobbyists, Ukraine has launched a "PR machine," creating a structure of international advertising and PR agencies that actively introduce prepared information messages into the international space.
Information narrative For long time prior to the Russian invasion, Ukraine had been strategizing to establish an information advantage. Over the years, the country has developed methods to limit the use of Russian information and shape its national narrative. Despite Russia's numerical and technological superiority, the Armed Forces of Ukraine have demonstrated resolve and training beyond 2014 levels, giving them a moral advantage and increasing their chances of success.
Ukrainian state-level efforts have focused on totemizing the Ukrainian cause to attract worldwide support and call for a boycott against Russia. Since the beginning of the war, Ukraine has realized the importance of controlling the dissemination of information by its citizens and Russia's use of that information. The country's government agencies have used propaganda techniques to spread stories of heroism, boost morale, and appeal for help. Over time, Ukrainians have been banned from posting images of Ukrainian army movements or explosions on social media to prevent recognition by Russian guidance systems. Also, Ukrainian civilians have actively supported propaganda efforts by sharing images of military action. The narrative initiated by the Ukrainian government is complemented by the repeated dissemination of images of women on the front lines, showing the use of Molotov cocktails, military equipment or weapons to symbolize resistance. This aspect of Ukrainian propaganda and manipulative news aims to emphasize the idea of "heroic resistance" in order to attract international public support.
The Ukrainian government, independent organizations and Western countries have taken measures to combat Russian information exploits, including plans for Russia to use fake videos of Ukrainian attacks as a pretext for invasion. At the beginning of the invasion, photos from other conflicts, movies and even video games claiming that Russian attacks were taking place appeared on social media.
The counteroffensive nature of Ukrainian propaganda is the focus on Russia's defeat and Ukraine's military success, especially in the active phase of the war in 2022. In addition to the counteroffensive approach, Ukrainian propaganda also uses a counter strategy to discredit Russian propaganda narratives about Ukraine, especially in the context of international decisions. It recognizes the influence of Russian propaganda on the world stage and seeks to challenge by presenting different perspectives and evidence, drawing on its national narratives, archetypes, and symbols of Ukrainian identity. In addition, Ukrainian propaganda emphasizes the contradictory nature of the Russian propaganda narrative and attempts to destroy Russian mythologems by demythologizing them. Ukrainian narratives are characterized by the main motive represented by the "liberation struggle" of Ukrainians for their national identity and statehood.
As the war in Ukraine deepens, the country's communications strategy, according to Wired, has become more slicker and more professional, emphasizing the actions of ordinary people showing courage in war. According to The Washington Post, Ukraine has been successful in the information war, launching an aggressive communications campaign that has led to significant arms shipments from the West and widespread support for economic sanctions against Russia. However, Ukrainian propaganda has a strong presence in Western media, and Ukraine itself has also faced accusations that negative coverage of its activities is downplayed in the media.
Ukrainian propaganda emphasizes the results of counterstrategies during invasion. It seeks to inform the public about potential threats, such as chemical attacks and mined areas, as well as warning about possible scenarios and reacting to changes in the situation. Despite the electricity crisis in 2023, Ukraine has emphasized electronic devices and their use.
Ukrainian side also made significant efforts to distance itself from anti-Semitism in Ukrainian propaganda and sought support for Israel, but in the process unwittingly reinforced negativist stereotypes.
Levels of propaganda Ukrainian military propaganda, according to Eric Potocki, editor of the Slovak newspaper Postoj, is aimed at two levels. Internally, it tries to maintain the discipline and morale of its army by publicizing Russian war crimes as well as destroyed Russian military equipment. In doing so, the Ukrainian side overstates Russia's losses and downplays its own. The second level of Ukrainian military propaganda is communication with the international community, as well as indirectly with the Russian leadership. Thus, Ukrainian President Volodymyr Zelenskyy seeks support from other countries, asking for supplies of defense equipment, weapons and other necessary supplies, but at the same time he sends a signal to the Kremlin as well.
Silviu Petre, a researcher at the Romanian National Intelligence Academy, notes that the Ukrainian propaganda struggle can be divided into two levels: the efforts of the elites centered around Zelenskyy and the grassroots efforts where the armed forces and ordinary citizens are the main actors.
Zelenskyy's narratives Zelenskyy pursued an unconventional communication strategy characterized by a disregard for standard diplomatic language. This made Ukraine's supporters in the West uncomfortable, including when criticizing the (U.S. President) Joe Biden administration's policy of sanctions against the Nord Stream 2 pipeline.
Once the invasion began, Ukrainian propaganda quickly took hold in the media space. In the first hours of the Russian invasion of Ukraine, President Zelenskyy's communication was of particular importance to the country. Amid rumors that the Ukrainian leadership might have fled the country, Zelenskyy decided to record a video of members of his administration in a khaki-colored military uniform on a Kyiv street to emphasize his status and decision to remain in the capital during invasion. This gained him popularity both in Ukraine and in the global community. Zelenskyy also said the following famous phrase: "I need ammunition, not a trip".
Zelenskyy actively used social media and appealed to the emotions of foreign leaders, challenging their policies. He actively appealed to Western countries for additional support. His actions increased arms supplies to Ukraine from the West and economic sanctions against Russia. Zelenskyy's tactics went to a broader level, including regular video messages, selfies, and official video conferences, leading to an international response to the Russian invasion. His appeals haven't only focused on supporting Ukrainians in the face of war, but also on getting the attention of ordinary Russians through social media. Depending on the audience, he switches between languages, for example speaking in Russian when addressing Russians. In his speeches, he cited theses that "Russians are rapists," "Russians kill all Ukrainians," "Russians say the name 'Ukraine' should disappear," "Russians say it is welcome to kill as many Ukrainians as possible in the war," "NATO should help," "NATO countries should rush to Ukraine's aid," and so on.
Prior to Russia's invasion of Ukraine, many Western observers believed that Russia had the propaganda advantage, but since the Russian offensive began in February 2022, Western scholars and journalists and have noted Zelenskyy's thoughtful information narratives and effective messages. International media observed skillful management of public opinion by Zelenskyy. Despite some inconsistencies in the facts, the narrative he promoted was effective and garnered Western sympathy. He used social media to spread propaganda during the war even while hiding in his bunker.
Zelenskyy initiated a number of discursive speeches to attract the attention of the world community. He actively speaks on the world stage, addressing various organizations and countries with calls for sanctions, military support and humanitarian aid. His public appearances are not limited to political audiences, including non-standard events such as participation in various cultural events and TV shows.
Zelenskyy's team developed a format of daily video messages to the people of Ukraine. He also made televised addresses to parliaments, including those of the European Union and NATO countries. With the help of his characteristic online appearances, Zelenskyy developed a certain reputation and image in wartime conditions. In the West, Zelensky has become known as the "communicator-in-chief" who has been instrumental in attracting international support for Kiev through daily video messages. Zelensky also regularly gives speeches to move neutral countries to side with Ukraine. The assistance of Western countries and the effective use of modern technologies such as social media and artificial intelligence have contributed to Ukraine successfully gaining control of the information space and de facto winning the information war.
Zelenskyy's media campaign included, among other things, rejecting U.S. President Joe Biden's offer to leave the country, conducting live broadcasts using a cell phone, communicating with European leaders about his possible demise, and making public appearances with his wife for Vogue magazine. Zelenskyy has also used unconventional public appearances while attending events such as the Golden Globe Awards, Grammy Awards, and Venice Film Festival. In 2022, he was named Time magazine's "Person of the Year".
However, six months into the war, as Foreign Policy notes, problems in public relations have manifested themselves. For example, a photo shoot for Vogue, a CBS documentary showing problems with the supply of U.S. weapons, and Amnesty International's allegations of abuses by Ukrainian forces were criticized. There have also been reports of Ukraine losing territory in the east and internal government changes. The CBS and Amnesty International reports were rejected by Ukraine, which, according to Foreign Policy, signaled difficulty in developing a credible narrative to support the interests of Zelenskyy and his supporters in the West.
An analysis by scholars Anton Oleynik and Volodymyr Paniotto showed an increase in Zelenskyy's emphasis in 2023 on occupation (a key category for framing the war as "national liberation"), the AFU, Bakhmut (the site of intense and long battles), Kharkiv, Kherson, as well as on "missiles" and "shelling". The study also showed that Ukrainian propaganda turned out to be less effective than Russian propaganda.
Strategic communications