Personalizacija politike u rusko-ukrajinskom ratu: polarizovani narativi u medijima
THE PERSONALIZATION OF POLITICS IN THE RUSSO-UKRAINIAN WAR: POLARIZED NARRATIVES IN THE MEDIA

Summary/Abstract: This paper offers an analysis of the phenomenon of political personalization in the context of the Russian-Ukrainian war. The authors contend that the celebrity status of political leaders during times of war is aimed at mobilizing society, rather than providing objective reporting. By drawing upon established forms of ‘celebrity’, the study examines the personalized approach to the war through a comparative analysis of the presentations of Putin and Zelenski. The instrumentalization of the media space at both the global and national levels is explored, whereby idealized or demonized representations of the two leaders reflect a departure from objective reporting. The consumption of information and misinformation pertaining to the war events perpetuates media instrumentalization, contributing to a continuous cycle of consumption. This paper provides valuable insights into the complexities of media manipulation in the context of political conflict and its ramifications for public opinion and policy-making.

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