Warbae in the field: Zelensky’s performance of hegemonic masculinity on social media

Ukrainian president and former comedian Volodymyr Zelensky captured the world’s attention when Russia began its full scale invasion of Ukraine in February 2022, standing up for his country and launching emotional appeals for international aid. However, alongside its attention, he also captured the world’s heart. When he appeared on serious and official forums, always attired in his green, militaristic sweater and pants, reactions on social media streamed forth, not only referring to his strength, courage, and extraordinary steady presence in the midst of war, but also to his hotness. This study investigates the performative aspects of Zelensky’s masculine visual appeal and the audience’s response to it, with a focus on this transformation in dress and demeanor in response to the full scale invasion of Ukraine. Incorporating Judith Butler’s theory of gender as a performative and socially constructed concept, this research contextualizes Zelensky’s sartorial choices within the broader discourse of gender, politics and digital media influence. Gender comes into sharper focus in the online realm, where visual representations take center stage. We delve into a concept that we term "warbae", a phenomenon where Zelensky’s militaristic image and his performance of hegemonic masculinity resonated powerfully with international audiences, expanding his affective appeal far beyond Ukraine’s borders. This is exemplified by the viral adoration on platforms like TikTok, where users admired his solidarity with his people, enhancing his image as a defender and protector. Not only did his hegemonically masculine serve as a constant reminder that his country was at war, but it also articulated him in the international media and across social networks as a protector, defender, and object of adoration whose terrible situation granted him an unbeatable emotional charge. Our research employs a multi-disciplinary approach, integrating political science, gender studies and media analysis. We conduct audio-visual rhetoric performative analysis (Salojärvi et al., 2023) of Zelensky’s social media content after the full-scale invasion of Ukraine. This is supplemented by "remediation" of his content, to gauge public perceptions. We also incorporate comparative analysis with other political figures during this time, to contextualize "performing war" in the broader political landscape.