President Volodymyr Zelenskyy addresses US Congress. Drew Angerer/Getty Photographs
Talking from his nation’s capital of Kyiv, Ukrainian President Volodymyr Zelenskyy addressed a joint session of the U.S. Congress as Russian shells proceed to bombard town.
Within the historic occasion on March 16, 2022, Zelenskyy sought to influence U.S. legislators and the American public of the similarities between U.S. historical past and Ukraine’s current.
A savvy communicator, Zelenskyy understands that earlier than a speaker can argue for coverage modifications – on this case, stronger motion from the U.S. in opposition to Russian aggression – they need to create a shared identification with the viewers. In some ways, each profitable political speech is an train in group constructing.
As a political communication scholar, I examine what makes political messages persuasive and the way strategic communication does extra than simply argue for coverage – it creates particular person and group identities.
This precept has been recognized for many years. Writing within the speedy aftermath of World Conflict II, communication scholar Kenneth Burke challenged the belief that profitable persuasion was premised on setting up sound arguments. As an alternative, he stated the important thing to persuasion is “identification” – convincing the viewers that you simply and so they haven’t solely frequent pursuits, however a shared identification.
Zelenskyy intuited the significance of identification, starting his speech with an inventory of similarities between “courageous and freedom loving” Individuals and Ukrainians. He in contrast the Russian invasion of Ukraine to calamities in U.S. historical past such because the bombing of Pearl Harbor and the terrorist assaults of 9/11. He additionally invoked symbols like Mount Rushmore and well-known U.S. speeches, corresponding to Martin Luther King Jr.’s “I Have a Dream” speech.
Addressing each Congress and the American public, he famous that the phrases “I’ve a dream” are “recognized to every of you” after which echoed King, imploring: “I’ve a necessity.” It was a tacit however forceful argument about being on the appropriate facet of historical past.
‘That is homicide’
Zelenskyy’s speech marked the primary time a world chief addressed a joint session of Congress remotely, and he used the digital medium to his benefit, together with in his speech a video documenting Russia’s destruction of Ukrainian cities and the violence skilled by Ukraine’s most weak residents – significantly kids. The phrases “that is homicide” flashed on the display screen.
When juxtaposed with the homicide of youngsters, Zelenskyy’s requests – that the U.S. set up a no-fly zone over Ukraine or facilitate the usage of fighter jets – appear not solely affordable however crucial. This was not a deliberative message weighing the benefits and dangers of potential coverage proposals. It was an impassioned plea to behave on behalf of shared humanity.
It places President Joe Biden and members of Congress in a tough place. They must weigh the probably outcomes of Zelenskyy’s requests and are working inside a framework that emphasizes coverage implications moderately than one which focuses totally on shared identification. White Home Press Secretary Jen Psaki emphasised on Feb. 28 {that a} no-fly zone would entail “capturing down planes, Russian planes,” and would dangerously escalate the battle. Critics argue {that a} direct, army engagement with Russian forces additionally would enhance the chance of nuclear battle.
As a result of identification is extra persuasive than coverage arguments, nonetheless, Zelenskyy’s speech will place most stress on Democrats, particularly, since they management Congress and the presidency. He additionally acknowledged a compromise place in his remarks, saying that if a no-fly zone was “an excessive amount of to ask, we provide another,” requesting extra weapons that will allow Ukrainian forces to shoot down Russian plane.
A speech for a digital age
Zelenskyy’s message, like his communication all through the battle, was produced for the social media period, with quite a few quotable traces and a video that gave the impression to be designed to make the rounds on Twitter, Fb and TikTok. Zelenskyy’s method goals to supply peculiar residents with content material they’ll use simply on social media to stress their political representatives.
Zelenskyy ended his speech with a imaginative and prescient for a group of democratic nations and a governing physique he’s calling “U24,” which he outlined as a “union of accountable nations” nimble sufficient to reply to crises inside 24 hours.
His speech was not solely an impassioned plea for speedy help. It was an try to create a brand new group extra expansive and highly effective than NATO or the United Nations.
Understanding Individuals’ want to take care of their standing because the ostensible “chief of the free world,” Zelenskyy concluded by addressing Biden immediately, saying, “I want you to be the chief of the world. Being the chief of the world means to be the chief of peace.”
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Karrin Vasby Anderson doesn’t work for, seek the advice of, personal shares in or obtain funding from any firm or group that will profit from this text, and has disclosed no related affiliations past their educational appointment.
