How Zelenskiy’s team of TV writers helps his victory message hit home

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How Zelenskiy’s team of TV writers helps his victory message hit home
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Influences from Churchill to Tolkien are woven in to the Ukrainian president’s compelling nightly video address

Speaker of the House Nancy Pelosi introduces Zelenskiy to US Congress.Writing on Facebook at the beginning of the war, Lytvyn made several shrewd points about Putin. “His imagination is poor, so he always mirrors something … We have to understand that objective reality does not control Putin. The west’s sanctions will not affect him. He seeks isolation.” Putin’s implacable goal was to change the state and Ukraine’s “political reality”, he posted.

Orysia Lutsevych, manager of the Ukraine forum at foreign policy thinktank Chatham House, said Zelenskiy’s previous career as an actor and comedian was key to his success. Viewers were used to seeing him in different roles on television and were therefore able to accept him as “commander-in-chief in a T-shirt” – a feat that eludes more conventional politicians.

Lutsevych said Zelenskiy and his co-writers had created a sense of “historical mission”, which linked Ukraine’s current struggle with previous battles against Moscow. They were also well versed in pop culture, presenting the war as “light versus darkness”. In thisMany of Zelenskiy’s senior advisers come from television, and worked with him at Kvartal-95, his production studio. Their attempts to win global support are helped by the clear-cut nature of Russia’s invasion. Ukraine is the victim.

For Brits, then, Zelenskiy invoked Churchill. For the Greek parliament it was Mariupol – home to many ethnic Greeks – and for the Finns, Molotov cocktails, hurled against Soviet invaders. Speaking to Australians, Zelenskiy cited MH17, the Malaysian Airlines plane shot down by Russia in 2014. Talking to the US Congress, he likened the bombardment of Ukraine to Pearl Harbor and 9/11.

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