Social media and visual framing of the conflict in Eastern Ukraine

Abstract

This article investigates the use of social media for visual framing of the conflict in Eastern Ukraine. Using a large set of visual data from a popular social networking site, Vkontakte, the authors employ content analysis to examine how the conflict was represented and interpreted in pro-Ukrainian and pro-Russian online communities during the peak of violence in summer 2014. The findings point to the existence of profound differences in framing the conflict among pro-Ukrainian and pro-Russian online communities. The former tended to interpret the conflict as a limited military action against local insurgents, whereas the latter presented it as an all-out war against the Russian population of Eastern Ukraine. The article suggests that framing the conflict through social media facilitated the propagation of mutually exclusive views on the conflict and led to the formation of divergent expectations in Ukraine and Russia concerning the outcome of the war in Donbas.