Learning from Zelensky
Winning election via social media
Everyone knows who this guy is.
But how did he rise so fast, given his zero political background, except onscreen?
As a Thai politician newcomer, I am curious about him, and indeed the future of elections all over the world.
Volodymyr Zelensky was a comedian in the sitcom Servant of the People (which by the way is worth watching for its entertainment value). He played a high school teacher, who became an overnight celebrity after his berating of corruption was recorded and uploaded onto social media. The next thing he knew he was running for and won the Ukrainian presidency.
In the series, he fought against the corrupt political establishment and the oligarchs ruling Ukraine.
It delighted Ukrainian viewers.
So well received was the sitcom that after three years since the first episode airing, a political party was legally established under the very name of “Servant of the People” in March 2018.
On March 31st 2019 came the real presidential election in Ukraine. Approximately 35 million were eligible to vote. There was a 63% voter turnout.
In a two-round system, the candidate with over 50% of the vote wins. In the case that no candidates reach the 50% mark, the two candidates with the highest votes go to the second and final round.
Zelensky won 30% relative to his competitor the incumbent oligarch-turned-President Poroshenko’s 16% in the first round.
In the second round, seeing Poroshenko as highly corrupt armed with his own Channel 5 Kanal media, Ukrainians chose the comedian with 73% of the votes (against Poroshenko’s 24%).
Let me stress the context of this election. Inflation was high at the time. The economy was in tatters. People were fade up with the elite political establishment and the oligarchs’ utter disregard of them (sounds familiar in most countries, including mine).
Voters were tired of Poroshenko.
They wanted change. They wanted hope above all else.
They were like puppies seeking fresh milk from their mother’s tits.
Zelensky gave them what they wanted.
Weapon of Mass Distractions
Of crucial importance to that election was the power of social media. Prior to the election, Zelensky already had a large following, given his celebrity status. Come campaigning time, my research reveals that there wasn’t much, if any, substance to his policies to solve Ukraine’s problems. Rather, he made extensive use of social media, spewing out viral videos one after another. He refused to debate against Poroshenko. He didn’t use traditional media, which was controlled by the oligarchs.
One thing is clear to me: social media helped him win the election, against the backdrop of people wanting change.
And who is best to help deliver Zelensky to victory? None other than American social media companies and their social media consultants and cyberteams.
That’s right. I bet Uncle Sam was behind Zelensky’s victory, or at least had a part to play.
In the aftermath of the Euromaidan protest in 2014 that ousted pro-Russian President Viktor Yanukovych, the founder and CEO of Stratfor (a private intelligence firm) George Friedman admitted that the US was behind the coup aimed against Russia.
Winning an election is a huge effort. To hoodwink an entire population (or a large chunk of them) requires massive resources and logistics. Zelensky was’t fighting alone. He had consultants and moneyed people behind him.
Similarly, Thailand’s latest election has an eerily similar plot to that of Ukraine’s.
Move Forward Party won the election. Their members knew Thai voters were sick and tired of the incumbent government and wanted change.
And just like Zelensky, they employed social media (Facebook, Twitter, Tiktok, Youtube, Instagram etc.) to great effects, unleashing a total of billions of views.
Alas, the Thai political establishment underestimated the power of social media as much as Poroshenko had.
In the same vein, there have been allegations that the party had generous assistance from the US directly or indirectly.
Taking a step back, there is a larger problem here. It is disturbing that (almost) anyone can win an election with the right social media strategy (and financial backers).
Imagine an 18-year-old pimpled teen living with his parents becoming the next Japanese PM because he is good with social media.
It is akin to a guy through brilliant marketing getting recruited to the front line only for his commanders to realize he has zero battle experience. He doesn’t even know how to handle a gun, let alone shoot.
Will the next generation’s politicians be “Tiktok Prime Ministers and Facebook Presidents?”
I shudder.
Signing off.
Edward K.
CNX
