TV AT ITS BEST: ZELENSKYY'S SPEECH TO CONGRESS

       President Zelenskyy is not only known as an extraordinary leader but after his recent virtual speech to the U.S. Congress, he will also be perceived as an excellent rhetorician. It doesn't even seem to matter if he wrote this public speech all himself. (We realize that  most politicians and heads of government do not. ) The point is, it had the hallmarks of an effective, eloquent and valuable contribution to Ukraine's fight for survival against Russia.

   The address also proved that the TV medium is an effective, eloquent and valuable tool as well, particularly when war is evolved. Some of the reasons may be obvious. Some need more explanation.

    First, as this "Media Matters" blog has pointed out in the last few weeks, TV can use persuasive emotional appeals, centering on strong visual imagery. Consider one outstanding example: Zelenskyy's integration of video into the body of his speech. Thus, it's likely that viewers will recall the visuals more vividly than Zelenskyy's words, which was no doubt the intention. Curiously enough, the video also utilized a potent cinematic device, "montage" and the idea of contradiction, to contrast the Ukrainians' past joyful life with the present horrific destruction. 

     The video reminded this critic somewhat of a previous documentary, " Winter on Fire," about Ukrainian protestors' fight against their government in 2013, before Zelenskyy and the Crimean Invasion. While conflict focused on the demonstrations and deaths, contrasts were powerfully shown between the citizens and the government police. Montage was certainly used advantageously, as well.

     Zelenskyy's recent speech contained other emotional instances demonstrating how language ( not visuals)  can show a "connection" between people. House Speaker Nancy Pelosi started her introduction to the President citing a Ukrainian expression as did he also initially respond with the same expression. He continued speaking in his native language but switched to English midway through the address, again showing a bond with America. President Zelenskyy's references to common experiences shared by both countries, like the bombings of Pearl Harbor and the Twin Towers, forged a linkage as well. While these emotional examples of language were not visual expressions, they were made more meaningful because the viewers could hear the passion and animation in Zelenskyy's voice.

     A particular comment by Zelenskyy stands out: " I have a Dream. I have a Need." Not only is the play on words an effective rhetorical line, but the similarity between the U.S. and Ukraine was proven once more.

     It is important to note that the address was especially worthy because Zelenskyy also utilized a logical appeal besides emotional ones. Who can forget his advice to the Congress when he said, " If you can't close the sky, what can you do?" He then listed all the pragmatic ways Ukraine can be helped with weapons, ammunition and the like.

     The President ended with a line that not only carried a "punch," but also combined both emotional and logical persuasion: "Being leader of the World means being leader of Peace."

It also carried wth it the third type of appeal, namely the speaker's charisma. We'd like to add another appeal appropriate particularly to Zelenskyy: being a good rhetorician.