A battle for foreign perceptions: Ukraine’s country image in the 2022 war with Russia

Abstract

This paper examines the 2022 War in Ukraine through the conceptual lens of country image within a broader framework of public diplomacy, soft power, and nation branding. It applies integrative and longitudinal perspectives to examine Ukraine’s country image and country image cultivation strategies over a period of three decades from its independence in 1991 to the 2022 Russo-Ukraine War. To understand Ukraine’s country image, or perceptions of Ukraine held by international stakeholders, a case study examined a convergence of multiple sources of evidence and methods. One method focuses on sentiment analysis through Leximancer, a computer-assisted qualitative data analysis software, to evaluate and compare Ukraine’s country image in international news media discourse across three periods of analysis separated by three major events: Ukraine’s independence in 1991, the 2014 Revolution of Dignity, and the 2022 Russo-Ukraine War. The findings suggest that Ukraine’s country image has strengthened over time, and has been effective in delegitimizing the 2022 Russian invasion and securing strong support from the international community.

Public Image of Ukrainian Customs: Trying to Lead a Camel through the Eye of a Needle

“…However, the reverse process is also possible. In particular, many sources suggest that Ukraine has strengthened its country image since its independence in 1991, and most recently in the context of the 2022 Russo-Ukraine war (Lee, 2023). The most striking change in Ukraine's branding after 2022 is reflected on the official website Ukraine.ua.…”