우크라이나군의 소셜미디어 활용에 관한 연구: 러시아 침공 전·후 인스타그램 콘텐츠 분석을 중심으로
A study on the use of social media by Ukrainian land forces: Focusing on Instagram contents analysis before and after the Russian invasion
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초록
본 논문은 ‘최초의 소셜미디어 전쟁’으로 불리고 있는 우크라이나-러시아 전쟁에서 우크라이나군이 전시 소셜미디어를 전쟁의 수단으로 어떻게 활용했는지 알아보기 위한 목적을 두고 있다. 이를 위해 러시아 침공 전·후 한 달 동안 우크라이나 지상군 인스타그램에 게시된 콘텐츠를 사진·동영상·그래픽이미지의 세가지 유형으로 나누어 분석하였다. 전쟁 이전에는 사진 콘텐츠가 다수 활용되었으나, 전쟁 발발 이후에는 동영상 콘텐츠의 비율이 크게 증가하였고, 정보 전달을 위해 사진이나 그림 등에 텍스트를 결합한 그래픽이미지 콘텐츠의 활용도 증가하였다. 사진의 활용은 전쟁 이전 대비 감소하였는데, 사진의 구성 내용을 살펴보면 전시에는 인물이 등장하지 않은 무기나 장비 사진이 많이 활용된 특징이 있었다. 전력의 열세 속에서도 여론전에서 우세했던 우크라이나군의 소셜미디어 활용 사례를 바탕으로 우리 군도 스마트폰으로 촬영한 사진·동영상 등 다양한 출처의 콘텐츠 활용이 필요함과 군의 소셜미디어 활용 역량 강화를 위해 평상시부터 군단(사단)급 이상 제대에서의 소셜미디어 운영이 필요함을 제시하였다.
Abstract
The study focused on how the Ukrainian land forces utilized social media during the war with Russia, particularly in influencing public opinion—a crucial aspect of modern hybrid warfare where social media acts as both a tool and a weapon. The research compared content types before and after the conflict, analyzing Instagram posts by the Ukrainian land forces: 30 days before and 30 days after the Russian invasion. The findings revealed a dramatic increase in social media activity, with posts surging from 40 before the invasion to 610 after. Three main features emerged in the use of social media by Ukrainian land forces during wartime. First, there was a significant shift to video content, especially vertical 'short form' videos shot with smartphones and minimally edited. Second, to convey war-related information promptly, various graphic images combined with text, such as thumbnails and infographics, were heavily utilized. Third, there was a decrease in photo content compared to before the war, with a notable increase in images depicting destroyed Russian military equipment rather than Ukrainian soldiers. This study found that the Ukrainian land forces are effectively using social media to influence public opinion despite their military disadvantages. It suggests that our military should strengthen its social media capabilities by integrating various content sources such as photos and videos taken with smartphones. To this end, it is suggested that information from outside sources be utilized as social media content and a manual for taking photos and videos using smartphones be prepared. It is also recommended that social media operations be expanded beyond the division level.
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