Experts analyze why 'President Zelensky's message' has captured the hearts of people so much
On February 25 and 26, 2022, shortly after Russia's invasion of Ukraine began, Ukrainian President
Why Zelenskyy's'selfie videos' are helping Ukraine win the PR war against Russia
https://theconversation.com/why-zelenskyys-selfie-videos-are-helping-ukraine-win-the-pr-war-against-russia-178117
Professor Anjana Susarla, who specializes in social media analysis and artificial intelligence at the University of Michigan, analyzed two of the most influential self-portrait videos released by President Zelensky immediately after the invasion of Ukraine. .. As a result, it was concluded that there are three main factors that have moved the viewers' hearts with these self-portrait videos.
◆ 1: Certain message
The first factor is that the video message was compelling. For example, in the video posted on the 25th, President Zelensky speaks directly to the background of Kieu at midnight without using a microphone or prompter for press release. There was also one act in which Prime Minister Denys Shmyhali behind President Zelensky showed the screen of his smartphone and emphasized that it was not a pre-prepared video.
You can see the video posted by President Zelensky on his official Instagram account from this link , and the video with the Japanese translation of the message below.
'We are here, protect independence' Ukrainian President from the capital with government officials-YouTube
Regarding this video, Susarla said, 'In modern times, it is commonplace to make selfie videos and video chat with family. The everyday scenery of selfie videos and' We are here. The urgency of the message, 'There are soldiers, there are people,' highlights the credibility of President Zelensky's appeal. '
◆ 2: Make the viewer feel a connection
The second factor is that we connect with people through social media. According to Susarla, social media has the effect of creating a buzz by making people feel personally connected, amplifying the visibility of the message, and sharing it with like-minded people. That's why companies use social media to showcase new products and services.
For example, Starbucks has succeeded in spreading its products and messages to young and influential influencers with an image strategy that makes its logo look cool.
Regarding President Zelensky's strategy using social media, Susarla said, 'President Zelensky made contact with many people who watched his video with a message emphasizing the unity and solidarity of his people. He appealed to a diverse audience abroad with a compelling and straightforward message through social media, making the war his own for the people. '
◆ 3: Immediateness of message
The last factor was that it made us aware that it was in progress in real time. President Zelensky posted a selfie video on the 26th, when the Russian army's attack on Kieu was in full swing, showing his willingness to resist again.
'We don't put down weapons' Ukrainian President releases new video on 26th-YouTube
President Zelensky also reportedly declined to US government officials who offered to help evacuate abroad, saying, 'I need ammunition, not vehicles.'
Regarding these messages, Susarla said, 'As missiles and bombs are pouring into our country, President Zelensky's appeal for help for the people was more tense, so he touched on this message. Many have immediately come to agree with President Zelensky's cause of increasing international pressure to stop Russia's invasion. '
A 2016 study of social media influence found that messages that felt urgent were more likely to provoke emotional reactions and help increase the number of people who disseminate and share that information. That. This chain becomes a trend and stimulates discussions among users, so the message gets even more attention.
Summarizing these findings, Susarla put together, 'President Zelensky seems to have an intuitive understanding of the rules of social media, given that he has a career as an entertainer. I'm convinced. President Zelensky's video is as short as 4 to 7 minutes, the main points are organized, friendly and personal, and he also appeared in the Ukrainian version of ' Dancing with the Stars '. , The events such as being in charge of the voice actor of the movie ' Paddington ' suddenly emerged as a topic, also helped to strengthen the liking and credibility in an emergency. As a result, President Zelensky's message is public opinion. It has become extremely powerful in inspiring. '
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