Transformation of ukrainian values in the context of analysis of the rhetoric of president V. Zelenskyy

Abstract

The article analyzes the impact of the rhetoric and "messages" of President of Ukraine V. Zelensky on the transformation of the values of Ukrainian society. The author paid attention to the study
of the impression of V. Zelensky’s words on the self-identification of Ukrainians not only after the start of the 2019 presidential election campaign, but also earlier, during his acting career. The work analyzes individual expressions and appeals of the President for the entire period of his professional activity as an actor and as a politician, namely the President of Ukraine.
Facts and will to fight are the best indicators in public opinion polls. Undoubtedly, Ukrainians today are more proud to be Ukrainians than before the full-scale invasion of the country. Since the beginning of Russia’s full-scale invasion on February 24, 2022, Zelenskyy has continued to lead the ongoing transformation of Ukrainian society. He feels his audience, takes cues from compatriots, turning these cues into "messages" or messages for all. The day after the start of the Russian aggression on the entire territory of Ukraine began on February 25, when, given the seriousness of the situation, many doubted the continuity of the government, President Zelenskyy confirmed in a video posted on his Twitter profile that he would remain in the capital, recording his words in front of the presidential office. "We are here. We are protecting Ukraine." In the early days of Russia’s February invasion – when Zelenskiy told his inner circle that "we are all here" – he made clear that his country would stand and fight. The next day, amid the complete confusion caused by the proximity of Russian troops, the United States suggested a possible evacuation. Also on Twitter, President Zelensky rejected the offer with a bold phrase: "I don’t need asylum, I need ammunition". After his first speech to the UK House of Commons on 8 March, the message was very clear: "We are not going to give up and we are not going to lose". All these expressions and phrases were already used during the war and they have a sacred meaning for Ukrainians and the definition of self-identification.