Decoding gendered political communication on Facebook and Twitter/X before and during Russia’s 2022 full-scale invasion of Ukraine

Journal article

This study analyzes along gender lines Ukrainian political communication in both English and Ukrainian on Twitter/X and Facebook during comparable periods before (February to June 2021) and during (February to June 2022) Russia’s 2022 full-scale invasion of Ukraine. An original database of Ukrainian politicians’ socio-demographic attributes was created and analyzed using a novel mixed methods approach of structural topic modeling and social network analysis that transcends traditional content analysis. Overall, politicians’ use of narrative and interaction on social media differed along gender lines. Women were more collaborative and interactive, seeking support from the West and promoting themselves and their country. Men more frequently used military and combative terms. While politicians continued to update their constituents directly on Facebook in Ukrainian, English-language tweeting on Twitter/X increased 58% after full-scale invasion began. All politicians used social media to disseminate narratives of Ukrainian bravery and the need for Western support, but their styles did not consistently align with current theories of gendered communication during conflicts.

Authors: Pavliuc, A

• Publication status: Published
• Peer review status: Peer reviewed
• Publisher: Palgrave Macmillan
• Journal: Digital War
• Volume: 6
• Issue: 1
• Article number: 8
• Publication date: 2025-05-13
• DOI: 10.1057/s42984-025-00104-8
• EISSN: 2662-1983
• ISSN: 2662-1975
• Language: English
• Keywords: Conflict studies; Women and peace hypothesis; Computational social science; Ukraine; Political communication