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

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  • Seow Ting Lee

    (University of Colorado Boulder)

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.

Suggested Citation

  • Seow Ting Lee, 2023. "A battle for foreign perceptions: Ukraine’s country image in the 2022 war with Russia," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(3), pages 345-358, September.
    • Handle: RePEc:pal:pbapdi:v:19:y:2023:i:3:d:10.1057_s41254-022-00284-0
    DOI: 10.1057/s41254-022-00284-0
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    References listed on IDEAS

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