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  • Navigating emotions [Elektronski vir] : a study of Zelensky's populist communication in wartime = Navigacija čustev : študija populističnega komuniciranja Zelenskega v času vojne : magistrsko delo
    Sionova, Sofija
    This research examines how Volodymyr Zelensky mobilises emotions and populist rhetoric to communicate with politicians and Ukrainians. The thesis aims to answer two key questions: (1) how Zelensky’s ... emotional messaging differ between targetaudiences of politicians and Ukrainians and time points (first vs second year of war) (2) what characterises populist communication in wartime on the case of Zelensky. A theoretical framework on emotional appeals in populist communication (hate, anger, fear, love, and hope) is developed followed by providing a historical context on the Russo-Ukrainian war. To address the RQs, 80 speeches delivered by Zelensky between February 2022 and April 2023 were selected via purposive sampling. The speeches were analysed through an automated NRC lexicon and an LDA analysis. The conclusions reveal results contrary to existing populist communication research: (1) Zelensky prioritises positive sentiment in opposition to a more negative stance often found in populist communication; (2) he opts for a more emotionally charged tone when addressing politicians compared to Ukrainians. (3) Trust and fear are the most prominent emotions. However, fear dominates in Ukrainians in the first year and is replaced by trust in the second year of the war. Conversely, trust is consistent in politicians. These novel findings are particularly important as they fill a gap in the literature on populist communication in wartime. This research bridges the gap between populism and crisis communication, demonstrating how Zelensky’s communication strategies aid in achieving his goals whether it is to rally citizens or gain material support from politicians.
    Type of material - master's thesis ; adult, serious
    Publication and manufacture - Ljubljana : [S. Sionova], 2024
    Language - english
    COBISS.SI-ID - 195145987

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