Komunikasi Politik Volodymyr Zelenskyy dalam Konflik Ukraina-Rusia

Abstract

The conflict between Ukraine and Russia has had a very negative impact, both on Ukrainian infrastructure and society. Therefore, as an effort to overcome conflict, Volodymyr Zelenskyy as president of Ukraine launched a fundraising platform and used social media Instagram as a means of conveying messages, in order to gather sympathy and thus lead to donations. This research aims to determine President Zelenskyy's political communication messages in dealing with the conflict with Russia, through identifying the signs contained in photos uploaded to Zelenskyy's Instagram account. This research uses Roland Barthes' semiotic analysis method with the aim of finding denotative signs, connotative signs and myths. The signs and myths that have been discovered are then analyzed from the perspective of propaganda theory with the aim of finding the purpose of propaganda, as well as the propaganda techniques used in these uploaded photos. The analysis process was assisted by secondary data obtained through literature study of documents related to this research. This research uses reviews related to Roland Barthes' semiotics. Meanwhile, in data validity, persistence enhancement techniques are used. The results of this research show that there are hidden messages in the photos uploaded to the Instagram accounts @Zelenskyy_Official and @u24.gov.ua. The messages in question contain elements of the ideology of heroism and unity. Through this research, seven propaganda techniques were found that were used in these photos. Namely, plain folks, bandwagon, card stacking, testimonial, transfer, name calling, and glittering generalities.

Keywords: Volodymyr Zelenskyy; Instagram; Roland Barthes; Propaganda;