Olga Baysha – författare

This book explores the reasons behind the unexpected rise to power of Ukraine’s President Volodymyr Zelensky, a former comedian with no political background, and offers an in-depth analysis of the populist messages he delivered to the Ukrainian people via his TV show.

Taking a discourse analysis approach, the author draws on two main arguments of critical scholarship: the “populist explosion” of the recent decade came as a reaction to the inequalities and injustices of the global neoliberal order, and the success of neoliberalism can be explained by its ability to mask itself under attractive progressive covers. Developing these lines of argument, the book demonstrates not only how the “populist explosion” can lead to further neoliberalization, but also that the euphemizing effect can be achieved by mixing the virtual and the real, as in the case of Zelensky.

This first of its kind study will resonate with any scholar or upper-level student working on populism, neoliberalism, political communication, media studies, political science, European studies, Ukrainian studies, and discourse analysis.

This book explores the reasons behind the unexpected rise to power of Ukraine’s President Volodymyr Zelensky, a former comedian with no political background, and offers an in-depth analysis of the populist messages he delivered to the Ukrainian people via his TV show.

Taking a discourse analysis approach, the author draws on two main arguments of critical scholarship: the “populist explosion” of the recent decade came as a reaction to the inequalities and injustices of the global neoliberal order, and the success of neoliberalism can be explained by its ability to mask itself under attractive progressive covers. Developing these lines of argument, the book demonstrates not only how the “populist explosion” can lead to further neoliberalization, but also that the euphemizing effect can be achieved by mixing the virtual and the real, as in the case of Zelensky.

This first of its kind study will resonate with any scholar or upper-level student working on populism, neoliberalism, political communication, media studies, political science, European studies, Ukrainian studies, and discourse analysis.

This book explores the detrimental effects on global peace of populism’s tendency to present complex social issues in simplistic "good versus evil" terms. Analyzing the civilizational discourse of Ukrainian President Volodymyr Zelensky with respect to the ongoing war between Russia and Ukraine—with his division of the world into "civilized us" versus "barbarian them"—the book argues that such a one-dimensional representation of complex social reality leaves no space for understanding the conflict and has little, if any, potential to bring about peace.

To deconstruct the "civilization versus barbarism" discourse propagated by Zelensky, the book incorporates into its analysis alternative articulations of the crisis by oppositional voices. The author looks at the writing of several popular Ukrainian journalists and bloggers who have been excluded from the field of political representation within Ukraine, where all oppositional media are currently banned. Drawing on the discourse theory of Ernesto Laclau and Chantal Mouffe, the author argues that the incorporation of alternative perspectives, and silenced voices, is vitally important for understanding the complexity of all international conflicts, including the current one between Russia and Ukraine.

This timely and important study will be relevant for all students and scholars of media and communication studies, populist rhetoric, political communication, journalism, area studies, international relations, linguistics, discourse analysis, propaganda, and peace studies.

This book explores the detrimental effects on global peace of populism’s tendency to present complex social issues in simplistic "good versus evil" terms. Analyzing the civilizational discourse of Ukrainian President Volodymyr Zelensky with respect to the ongoing war between Russia and Ukraine—with his division of the world into "civilized us" versus "barbarian them"—the book argues that such a one-dimensional representation of complex social reality leaves no space for understanding the conflict and has little, if any, potential to bring about peace.

To deconstruct the "civilization versus barbarism" discourse propagated by Zelensky, the book incorporates into its analysis alternative articulations of the crisis by oppositional voices. The author looks at the writing of several popular Ukrainian journalists and bloggers who have been excluded from the field of political representation within Ukraine, where all oppositional media are currently banned. Drawing on the discourse theory of Ernesto Laclau and Chantal Mouffe, the author argues that the incorporation of alternative perspectives, and silenced voices, is vitally important for understanding the complexity of all international conflicts, including the current one between Russia and Ukraine.

This timely and important study will be relevant for all students and scholars of media and communication studies, populist rhetoric, political communication, journalism, area studies, international relations, linguistics, discourse analysis, propaganda, and peace studies.