Securitization and digital diplomacy: Zelenskyy’s ‘security-tweet’ during the Russia-Ukraine war

This article explores the link between social media and securitization in the context of the Russia-Ukraine war, post-February 2022, by employing the main tenets of the Copenhagen and Paris Schools. Zelenskyy’s primary objectives in employing securitization language were to advance EU candidacy, garner support for the closure of the Turkish Straits, and secure US aid for Ukraine, as well as sanctions against Russia. Our geospatial analysis of retweets of Zelenskyy’s posts indicates that the public accepted Zelenskyy’s securitization moves in Europe, Türkiye, and the US. Our further qualitative analysis reveals that Zelenskyy convinced enabling audiences that Russia is a threat not only to Ukraine, but to all of Europe and the world. Although it cannot be claimed that Zelenskyy’s digital diplomacy alone caused the policy outcomes, our analysis illustrates how political leaders may use digital diplomacy in times of crisis to shape a discursive environment that justifies their policy preferences.