The war unleashed by Russia almost three years ago in Ukraine is rightly recognized as one of the great crimes of the twenty-first century. Understandably, little attention has been paid so far to the impact the conflict is having on Ukraine’s international image. And yet amid the trauma and horror of Russia’s invasion, there are growing signs that the unprecedented media spotlight on Ukraine since 2022 is gradually helping to transform global perceptions of the country. As a result, Ukraine is now finally emerging from a prolonged period of international obscurity that has hindered the country’s progress for centuries.
International ignorance of Ukraine has been a feature since long before the country regained independence in 1991. Following the Soviet collapse, little was done to address this lack of outside awareness or strengthen Ukraine’s national brand in the global arena. This low profile helped set the stage for Russia’s disinformation efforts, with foreign audiences often prepared to believe all manner of outlandish lies about a country that was otherwise unknown to them. Thanks to the recent media focus on Ukraine, Kremlin propagandists are now finding that their distortions are not so readily accepted. This is an ongoing process, but it is already possible to identify a number of important facts about Ukraine that have taken root in the international consciousness since the start of Russia’s full-scale invasion.
1. Ukraine is not Russia
The fact that Ukraine is not Russia may seem insultingly obvious when viewed from a Ukrainian perspective, but in reality this was the fundamental image problem facing the country in 2022. Indeed, it is no coincidence that on the eve of the full-scale invasion, Vladimir Putin published an entire essay denying the legitimacy of a separate Ukrainian state on the grounds that Ukrainians are actually Russians (“one people’).
Voice of Ukraine 