Channel Zelensky: Marco Saal on a highly effective form of political communication
“The daily video messages with which Zelensky addresses his people and the free world have long since become a genre of their own in political communication. And a format that has certainly achieved more this year than any expensive advertising campaign. (…) With his video messages, some of which are shot in the war zone and brimming with conviction, Zelensky embodies the courage that he recently declared to be the ‘trademark of Ukraine’, which is why he should now have approval ratings that other politicians can only dream of. The courage of the Ukrainian president pays off, because ‘Channel Zelensky’ is hard to beat in terms of effectiveness, as the format has an impact on several target groups.”
– Marco Saal in “Channel Zelensky – With his video messages, the Ukrainian president is reinventing political communication”, Horizon, Standpoint column page 2, December 15, 2022, No. 50-52/2022
