Social media and politics: the case of Ukraine

Abstract Nowadays, politics is undergoing several changes, especially because of the growing use of social media from politicians, who are using these virtual platforms as tools to gain more and more consent. Social media are also leading to extreme democratization of politics, making it possible for non-politicians not only to enter the sphere of politics but even to win major competitions, such as presidential elections. To bring an actual and highly illustrative example, in this article the authors go through a deep analysis of the former actor and recently elected prime minister of Ukraine Volodimir Zelenskij and his strategical use of social media compared to the one carried out by his opponents, leading him to win the presidential elections with an enormous consent