Strategic narratives and the Rhetorical construction of European Identity: The case of Ursula von der Leyen and Ukraine: The case of Ursula von der Leyen and Ukraine
Author
Term
4. semester
Education
Publication year
2025
Submitted on
2025-05-28
Pages
79
Abstract
This thesis explores how Ursula von der Leyen has utilised strategic narratives on social media to justify and shape the European Union's policies and public support for Ukraine during the Russo-Ukrainian war. Employing strategic narrative theory alongside the strategic narrative buy-in framework, the study analyses tweets to identify dominant themes, rhetorical devices, and narrative evolution across the conflict. It examines how von der Leyen’s communication addresses material interests and ontological security concerns to enhance narrative resonance and maintain collective EU identity. Eurobarometer survey data complement this by gauging shifts in EU public opinion over time. The analysis also reflects social media's effectiveness as a strategic communication tool, considering its unique capacity for immediate public engagement and feedback. Findings highlight von der Leyen's adaptive use of identity, issue, and system narratives to maintain coherence and justify policy despite waning public enthusiasm, illuminating the intricate relationship between political communication, public sentiment, and strategic policymaking during crisis. Ultimately, the study contributes insights into supranational actors' challenges and opportunities in sustaining unified policy narratives under a prolonged conflict.
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