(Re)Framing the Frontlines: The Role of Strategic Communication in the Russian-Ukrainian War

This paper examines the role of strategic communication in military operations, with a focus on its impact during the first year of the Russian-Ukrainian war. Using a process-tracing methodology, the study explores whether Ukrainian strategic communication was decisive in resisting Russian attacks. Our findings indicate that strategic communication functioned as a central component of Ukraine’s defence. Effective messaging mobilized broad support from diverse actors, including state entities with no regional stakes and non-state contributors such as civilians, volunteer fighters, and organizations, driven by motivations beyond self-interest. Ukraine’s resilience stemmed not from a deceptive Russian strategy (i.e., a lack of genuine intent to engage in a full-scale war), but from its bold counter-offensive, bolstered by international aid - support amplified and sustained by the strategic communication efforts that shaped global perceptions and secured critical assistance.