• Journal of Public Diplomacy
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• v.3 no.1
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• pp.21-42
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• 2023

Objective: To understand the contents and effects of public diplomacy by leaders, this paper throws out two questions: "To draw cooperation and support of international society in the middle of national crises, with what content do leaders conduct public diplomacy?" and "Through what mechanism, does leaders' public diplomacy promote cooperation and support of other countries?" Methods: To answer the research questions, this paper conducts a single case study with Ukrainian President Volodymyr Zelensky's public diplomacy in the Russia-Ukraine war in 2022. More specifically, the author collects text from Zelesky's Twitter and analyzes it in a descriptive manner. Results: When Russia invaded Ukraine in 2022, President Zelensky proactively utilized his SNS to communicate with people in other countries and thereby achieved the desired effect of public diplomacy. He has been delivering messages of 'appreciation of cooperation and support', 'situation of Ukraine', and 'congratulations or condolences', which could augment support, credibility, and audience cost. Conclusion: The effects of public diplomacy led to enhanced cooperation by alleviating problems within international cooperation and support. However, in the case of Ukraine, the patron's dilemma and commitment problem lasted, from which conducting public diplomacy has not been proven to be enough. The result of this paper provides lessons for the public diplomacy of the Republic of Korea in times of national crises in the future. In this regard, leaders should make efforts to promote the effectiveness of public diplomacy even in times of peace.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.22 no.3
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• pp.25-30
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• 2022

This study is a study on the filter bubble reinforcement phenomenon of SNS recommendation algorithm such as YouTube, which is a characteristic of the Russian-Ukraine war (2022), and the victory or defeat factors of the hybrid war. This war is identified as a hybrid war, and the use of New Media based on the SNS recommendation algorithm is emerging as a factor that determines the outcome of the war beyond political leverage. For this reason, the filter bubble phenomenon goes beyond the dictionary meaning of confirmation bias that limits information exposed to viewers. A YouTube video of Ukrainian President Zelensky encouraging protests in Kyiv garnered 7.02 million views, but Putin's speech only 800,000, which is a evidence that his speech was not exposed to the recommendation algorithm. The war of these SNS recommendation algorithms tends to develop into an algorithm war between the US (YouTube, Twitter, Facebook) and China (TikTok) big tech companies. Influenced by US companies, Ukraine is now able to receive international support, and in Russia, under the influence of Chinese companies, Putin's approval rating is over 80%, resulting in conflicting results. Since this algorithmic empowerment is based on the confirmation bias of public opinion by 'filter bubble', the justification that a new guideline setting for this distortion phenomenon should be presented shortly is drawing attention through this Russia-Ukraine war.

• Industry Promotion Research
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• v.8 no.3
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• pp.175-180
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• 2023

On the day of 24 February 2022, Ukraine was invaded by Russia which signed to ensure definitely the Ukraine's national sovereignty, territorial integrity and security under the UN General Assembly Security Council A/49/765, named as the Budapest Agreement. This invasion is the 2nd invasion succeeded in Crimean Peninsula invasion of March 2014 after the Ukraine's national independence in 1991 from the USSR. However this invasion has been continuing for much more than one year. Although Ukraine President appealed the 'peace' toward Russia and claimed also to justify the Budapest Agreement of 1994 toward U.S.A., even any justifications were not appealed. The critical moment of the national abolition could be escaped from the unified desperate spirit of all nations including the president, political-social leaders and military members. Such patriotic and self-help spirits in Ukraine resulted in the active supports from the U.S.A., western and eastern free democratic countries, NATO and EU, and even the neutral countries. Furthermore these supports are increasing much more day-after-day. The lessons which the Ukraine War offers to the Korean national security should be cored with the development of self-reliant national defense capabilities, self-strenuous efforts and unity strengthening of the Korean-U.S. Alliance with the deep confidence.