In a Kyiv bomb shelter, a wartime president addresses his people via a smartphone. In London, thousands march with foreign flags, chanting in solidarity with a land under siege. In Tehran’s studios, state TV anchors broadcast messages across the Middle East. These scenes show that modern conflicts are fought not only with missiles, but also with narratives that leap across borders. Digital stories and images have become a strategic frontline. From a communications perspective, war is now “about perception, telling a story about who is the victim and who is the aggressor.” Across the world, this “correspondence of conflict” — the public narrative back-and-forth of war — is shaping alliances, foreign policy, and diplomacy.
Three conflict zones illustrate this trend and each case demonstrates how digital communication and international perception can sway the course of wars and the world’s response.
Ukraine: Zelensky’s War of Words and Images
From day one of Russia’s full-scale invasion in February 2022, Ukraine fought on the information front. President Zelensky posted a defiant video from central Kyiv declaring, “We are here” — proof that he and his cabinet had not fled and would resist. That brief clip set the tone for a new kind of wartime leadership, harnessing social media to rally the nation and win support abroad.
Zelensky understood that winning the narrative was as crucial as winning battles. He turned communication into a strategic weapon, delivering daily addresses to rally Ukrainians and making personal appeals to international audiences. One public diplomacy expert noted that Zelensky uses every platform — from speeches to X — to press Ukraine’s case. Under his guidance, Ukraine offered a model for how a nation under attack can shape its image via digital media.
Equally remarkable was how Ukrainian society joined the effort. Government social-media accounts adopted memes and other humor to keep Ukraine in global headlines and counter Russian propaganda. Ordinary Ukrainians became citizen reporters, sharing raw videos of bombed neighborhoods, civilian resilience, and frontline heroics. “Every Ukrainian became a voice of the embattled country . . . an eyewitness of brave resistance,” observed one analysis. Unpolished clips of everyday bravery had a major impact, their authenticity cutting through Kremlin propaganda. Amplified by influencers and a volunteer “PR Army” of communication professionals, these real-time stories helped truth prevail over disinformation.
This digital people’s war paid off diplomatically. By winning hearts and minds abroad, Ukraine won unprecedented international support. Public opinion abroad pressured many governments to impose tough sanctions on Russia and send weapons to Kyiv. NATO and EU leaders that once hesitated became more unified behind Ukraine, reflecting how Zelensky’s media diplomacy translated into tangible aid. Even diplomatic forums became venues for Ukraine’s narrative: at a 2024 peace summit in Switzerland, Zelensky’s team ensured global media heard his call for a “just peace.” In short, strategic storytelling reinforced Ukraine’s physical defense by aligning the world’s support with the nation’s struggle.
Israel–Gaza: A War of Narratives and Global Reactions
On October 7, 2023, Hamas militants attacked Israel. Graphic videos of the assault spread online within hours, sparking global outrage and sympathy for Israel. Israel quickly cast the attack as “Israel’s 9/11” and launched a military response. But as Israeli bombs pounded Gaza, a parallel war of narratives unfolded over who was the victim and who was the aggressor. Analysts noted that the conflict was about perception, with civilian suffering becoming the center of gravity for international support.
In Gaza, Hamas and ordinary Palestinians flooded social media with images of destroyed buildings and wounded civilians to sway global opinion. In past Gaza wars, support for Israel “faded as sympathies turned toward the Palestinians” amid high civilian casualties, and 2023 followed that pattern. Hamas’s media wing effectively used such footage to change international opinion. Outrage over the suffering sparked protests from Istanbul to London, with demonstrators waving Palestinian flags and demanding an end to the bombardment.
Israel, meanwhile, pushed its own narrative: officials emphasized Hamas’s brutality and use of human shields, and the Israel Defense Forces circulated videos of precision strikes to show efforts to minimize civilian harm. Both sides churned out reams of supporting footage and armies of online supporters around the world eagerly shared content echoing their side’s view.
The information war peaked with the Gaza hospital explosion. Within minutes of the blast, Hamas blamed an Israeli airstrike for the carnage, while Israel insisted a misfired Palestinian rocket was to blame. Social media lit up with competing claims long before any evidence emerged. “False assertions flew on the internet,” demonstrating how each side weaponized unverified information (later evidence pointed to a failed militant rocket, but by then each narrative had hardened). This episode epitomized “Truth Decay” — the collapse of shared facts as partisans embraced whatever fit their narrative.
As these narratives battled, governments felt the pressure. The mounting civilian toll in Gaza and the global outcry forced Israel’s allies to grapple with public demands for ceasefires or restraint. Western leaders supportive of Israel faced protests at home, prompting some to soften their stance. In international forums, debates often mirrored the dueling narratives seen online. Even firm alliances strained under public opinion. The Israel–Gaza war showed that controlling the story is now integral to war. Military operations ran hand-in-hand with messaging. And as chants of “Stop bombing Gaza” or “Stand with Israel” echoed worldwide, it became clear that public sentiment can sway diplomatic calculations — sometimes pushing leaders toward de-escalation.
Iran: The Public Diplomacy of Resistance
Iran demonstrates how a narrative campaign can be waged outside of active battle to build influence. Tehran’s theocratic regime uses public diplomacy as a strategic tool to shape regional opinion. It leans on a “menu of narratives” that appeal to Arab and Muslim sensibilities — anti-imperialism, Islamic unity, and support for the Palestinian cause. By casting itself as the champion of the oppressed and the chief opponent of U.S. and Israeli aggression, Iran seeks to win hearts and minds across the Middle East.
Tehran propagates its message through state-controlled media and cultural outreach. International outlets like Press TV (English) and Al-Alam (Arabic) broadcast Iran’s perspective globally, countering Western narratives. By using media as a diplomatic tool, Iran aims to shape its image and build sympathy abroad.
The regime also runs cultural and religious programs — from conferences to schools — to reinforce its “resistance” narrative. On social media, Iranian leaders speak directly to foreign publics: Supreme Leader Ayatollah Khamenei operates official X accounts in multiple languages to spread his message internationally. Meanwhile, Tehran’s cyber proxies wage covert influence campaigns: investigators found Iranian-run accounts masquerading as locals online to push anti-Saudi and anti-Israel propaganda.
This narrative offensive has helped Iran punch above its weight. By hammering themes of Muslim solidarity and Western perfidy, Iran has stirred sympathy among segments of the Arab public. U.S. analysts admit that while Washington focused on sanctions and military pressure, Iran was busy winning the war on the Arab street. The United States effectively “ceded the battleground of public diplomacy,” one report concluded, allowing Iran’s narrative to go unchallenged. Thus, when Iran backs proxy militias in places like Lebanon or Iraq, it often frames that support not as interference but as solidarity in a common struggle — an image that resonates with many. By mastering the narrative, Tehran has managed to expand its influence even under sanctions and isolation, wielding soft power where hard power cannot openly go.
The New Battlefield of Narratives
In a hyper-connected age, the narrative battlefield is nearly as crucial as the physical battlefield. Alliances form or fray based on the stories that dominate social media and television. Leaders must recognize that a viral tweet or image can sway international action faster than diplomatic cables. But this new reality also means misinformation can cause chaos like a missile strike. With every smartphone a potential broadcast, truth and propaganda often blur. The challenge is to counter falsehoods even as we harness communication for good. As one commentator noted, engaging with the media can “contribute to a successful peacemaking process” and should not be overlooked by policymakers.
The cases of Ukraine, Gaza, and Iran show that public communication is now a critical front. A compelling narrative can rally supporters or pressure governments more than any negotiation. Ultimately, who prevails in a war may hinge on whose story the world believes. The pen and the camera have become mighty weapons – and wielding them effectively could help shape a peaceful future.
Featured/Headline Image Caption and Citation: Address by President of the Republic of Ukraine, Volodymyr Zelensky, Image sourced from Wikimedia Commons | CC License, no changes made