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The Financial Times: Former and current advisors to Ukrainian President Volodymyr Zelenskyy are expressing concern over what they see as an overly optimistic tone in his daily video addresses and the government’s communications strategy. For over 650 days, Zelenskyy has consistently delivered messages focused on progress and resilience against Russian aggression, a strategy that permeates all state levels, including ministries and military leadership, accompanied by censorship of negative news such as Ukrainian casualties or Russian advances. However, with limited military achievements recently and waning western support, this approach is creating tensions between the presidential administration and military leaders. Critics, including Kyiv’s mayor and military officials, argue that the disconnect between official messaging and the reality on the ground is unconvincing and demotivating.
The government’s insistence on optimism is seen as an effort to maintain domestic business confidence and western support. But top military officials like General Valeriy Zaluzhnyi have begun to publicly acknowledge the challenging realities, causing confusion and concern among Ukrainians and western leaders. Advisors and communication strategists argue that a more balanced, realistic narrative is necessary to maintain trust and properly manage expectations. The current strategy, which includes counterpropaganda efforts like the portrayal of the battle for Bakhmut, is viewed by some as mirroring Russian tactics and not reflecting the true hardships and losses experienced. The approach is leading to skepticism among western audiences about the need for continued support if Ukraine is always portrayed as on the verge of victory. Media monitoring experts and the public are noticing this disconnect, as evidenced by declining viewership of government-approved news and waning support for Zelenskyy in polls. Despite the president’s efforts to rally the nation, there is a growing call for a more truthful representation of the war’s challenges and impacts.
The entire article can be read at the link https://www.ft.com/content/7ec4e810-33e3-44ca-8744-e01cb9f82c28
