Zelenskij is the man of the moment, but he will be talked about for a long time: he will be remembered as the one who accomplished the construction of the Ukrainian national identity, as the first “online leader in wartime”, who took refuge in social networks instead of in the bunkers, and like the president who turned communication into a weapon as lethal as enemy tanks. With him directed at him, in fact, he has become the “crazy variable” capable of overturning a result given for sure. Zelenskij applied to the war the skills acquired in the cabaret years and surrounded himself with military strategists, social media managers and spin doctors, making innovative propaganda, modeled on advertising canons, the tool capable of moving the entire West. One thing is certain: if in international relations there will be a before and after Ukraine, in hybrid wars there will be a before and after Zelenskij.
