Zelensky's Image in Russian and Ukrainian News: Presidential Campaign 2019 in Ukraine





Zelensky, discourse, media, network analysis, topic modeling


The work explores the portrayal of the sixth president of Ukraine, Volodymyr Zelensky, in Russian and Ukrainian media sources during the pre-electoral campaign in 2019. The study used network analysis, n-grams’ generation, and LDA-based topic modeling. The study reveals that Russia’s media focused on Zelensky as a media personality, while Ukrainian sources paid attention to the portrayal of a novel popular politician. The target audience of the candidate’s campaign was the Russian-speaking population of Ukraine. Media in Ukraine’s native language were more inclined to mention elections, the role of the other candidate Petro Poroshenko and the nationalist mood, while defining Zelensky as just an ordinary candidate in an electoral race. The article is based on academic resources concerning the history of the development of political and media contexts in Ukraine, paying particular attention to agenda-setting, framing and priming techniques, and the personality of Volodymyr Zelensky.

Author Biographies

Katrin Dkhair, Department of Political Science, National Research University - Higher School of Economics

Dkhair Katrin is an undergraduate student in the Department of Political Science at the National Research University - Higher School of Economics. Her research interests include “soft power”, public diplomacy studies, US foreign policy, and Ukrainian politics.

Polina Klochko, Department of Political Science, National Research University - Higher School of Economics

Polina Klochko is an undergraduate student in the Department of Political Science at the National Research University - Higher School of Economics. Her research interests include Ukrainian politics, media studies and discourse analysis.


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How to Cite

Dkhair, K., & Klochko, P. (2021). Zelensky’s Image in Russian and Ukrainian News: Presidential Campaign 2019 in Ukraine. Central European Journal of Communication, 14(1(28), 62-76. https://doi.org/10.51480/1899-5101.14.1(28).4



Scientific Papers