Constructing Heroes and Villains : Identifying Narratives in the Ukrainian Defence’s Social Media Presence

Abstract: This paper examines the narratives that Ukraine is telling through their official Defence of Ukraine account on X, and what the implications of those narratives are. At the time of this study, a conflict is taking place in Ukraine after the invasion of Russia on Ukrainian territory. Both sides have communicated stories that aim to explain the conflict, but it is especially Ukraine that has succeeded in capturing the interest and approval of the rest of the world with its employment of well-crafted storytelling strategies through social media. Through an interpretative analysis of the content of the DefenceU account using a visual narrative analysis method, the study finds that the account presents an overarching narrative of moral judgments where Russia is portrayed as ‘evil’, and Ukraine as ‘good’ and destined to be victorious. The premise of the message as presented by the DefenceU account is found to essentially be an ideological and moral statement that is used to increase sentiments of approval in the public. Ukraine is enhancing its soft power through the persuasive power of the narrative that is constructed.