Over the past week, many Ukrainians following the antics of the new President of the United States have been raising their eyebrows in a mix of surprise, confusion, anxiety, fear, anger, and, yet, hope. Because, without exaggeration, what’s at stake is the existence of an entire nation. We no longer talk about victory, we barely mention reclaiming lost territories, and we avoid talking about peace because we no longer believe in that word. However, we are absolutely convinced of the catastrophe awaiting Russia. All of this collectively forces our gaze, even unwillingly, to turn toward Donald Trump, now the successor to Joe Biden. Our subconscious creates projections of heroic decisions to save Ukraine — decisions we devoutly believe the new U.S. president will inevitably make.
It is entirely logical and justified that Ukrainians focus primarily on themselves. We’ve yet to have the opportunity to take part in global responsibilities and are only beginning to learn this art. One of its fundamental elements is the ability to decipher the thoughts and intentions not only of our enemies but also of our allies. What does all this mean? What are these strange statements? Why didn’t he mention Ukraine in his inauguration speech? What’s this talk about Greenland and Panama? Is he really going to expel all Ukrainian refugees from the U.S.? Will he provide weapons? And why did that other guy "salute like that"?
If we try, for a moment, to put ourselves in the shoes of the president of the most powerful country in the world, our heads start to spin. He has inherited a pile of complex, unresolved (and sometimes unsolvable) problems that must first be reframed as tasks, and then the right time, opportunity, skill, and courage must be found to start addressing them. At the forefront of this chaos stands a communication model woven from disorder, manipulative adaptability, and reactions so masterful that even the most skilled card players would envy them.
The most important thing to understand is this: at this moment, Ukraine is not on Donald Trump’s list of top priorities. Ukraine is part of a much larger equation, and, moreover, it is not perceived by him as an autonomous subject but as an object within that equation.
Creating Information Noise and Controlling the Agenda
Donald Trump’s model of public engagement is a continuous battle involving elements of a game whose rules he periodically adapts to meet new needs. The value and uniqueness of his communication strategy, especially in comparison to his predecessor (or, if you like, to the Ukrainian president), lie in his immense ability to shape the information landscape — almost daily adding new elements, dismantling old ones, flipping narratives in three dimensions, and forcing governments, media, and citizens worldwide to discuss what he dictates. By initiating controversial, provocative, and seemingly illogical statements, he consistently lands in the headlines. This constant, intense shock therapy achieves several key outcomes:
- Forces media and people globally to discuss his topics rather than anyone else’s.
- Keeps Trump at the center of attention, often pushing other events out of the information space.
- Creates a background of chaos or a tangled web where only Trump knows all the threads, enabling him to control his narrative—including abrupt shifts, sometimes by 180 degrees.
The ability to shift focus and arbitrarily restart news cycles allows him to quickly respond to the loss of relevance of a narrative or to circumstances that threaten his planned actions. Trump skillfully initiates new information triggers — tweets, interviews, spontaneous remarks, etc. — effortlessly flipping the attention of audiences and reactions of opponents, who barely have time to debunk or refute his previous messages.
Testing the Limits and Probing Through “Battle Reconnaissance”
A statesman differs from a businessman primarily in their perception of the state — as a living organism or a family, with a clear understanding of the distinction between welfare and business. For an entrepreneur, profitability is the key metric, and the range of methods and approaches is significantly broader. Projecting one paradigm onto the other often produces a distorted value system, where one is responsible for the well-being of the people but operates with the skillset shaped by the laws of the jungle.
Trump excels at launching numerous informational "entities," as he is accustomed to working in conditions of risk and aggression. In communication, he:
- Throws out various, often contradictory statements, ideas, threats, or promises.
- Monitors the reactions of all target groups—media, allies, opponents, his own society, other nations, and their elites.
- Quickly identifies the optimal benefit for himself, adapting his rhetoric and amplifying those entities that provoke the desired resonance.
He carefully studies everyone because, in his eyes, everyone is an adversary — even those closest to him. If the reaction is too sharp, he might retreat, but he relentlessly gathers information, building detailed descriptive profiles of all individuals with whom he interacts directly or potentially. He understands how far he can push and always seeks to expand “step by step.” This approach resembles the Overton window tactic, where radical ideas are persistently circulated in the informational field, gradually shifting perceptions of what is normal and acceptable.
Confidence in Omnipotence as an Empirical Factor
From his business career, the new President of the United States has carried forward the persona of a "man who wins every negotiation" and "resolves problems decisively." Naturally, in politics, he continues to recreate this image — albeit in a somewhat unnatural way:
- The logic of omnipotence fosters a tendency to act without thorough expert preparation, which he deems unnecessary. It is likely extraordinarily difficult for his communications team to work with such a leader. He tends not to listen or prepare, preferring to save his time for what he considers more important matters.
- In the public sphere, his statements are perceived as shallow and riddled with puns, yet he always conveys his core message, concealing it behind various false narratives. Those his words are directed toward usually hear and understand the intended message quite clearly.
The "superstar" image gives Donald Trump a well-founded confidence that there will always be a core group of supporters who back him for his "candor and straightforwardness" and forgive him everything. The endless media scandals, which often follow one another in rapid succession, further enhance his recognizability and mobilize new supporters.
Control Over the Electorate and Polarization
The new President of the United States almost always appeals to emotions, making him particularly challenging for rational dialogue. His combative nature during the election campaign rallied a nearly cult-like core of supporters who viewed him as an “unapologetically authentic leader.” He actively divided (and continues to divide) society into “pro-Trump” and “anti-Trump” camps (essentially everyone else), which granted him additional media attention, as polarization provides fertile ground for constant news coverage. Trump also cultivates his approval ratings among specific groups that crave leaders who deliver “tough decisions” and “straight talk.”
The Tactics of “Cascading” Information Initiatives
Trump and his communication team are virtuosos of multichannel dissemination of information. Through social media platforms (formerly Twitter/X, now Truth Social, among others), he speaks directly to his supporters. Traditional media pick up, quote, and amplify his statements in their broadcasts. Offline events, such as rallies and TV appearances, often reiterate the same messages but with varying details, creating a sense of a “live,” ever-present leader.
By flooding the information market with “cascades” of statements, Trump sets the tone and forces everyone to chase after him, creating challenges for both politicians and journalists. His constant stream of assertions generates an endless need to debunk or fact-check his claims. Inevitably, some manipulations remain unverified, as ordinary voters lack the time or resources to dive deeply into the context, ultimately responding only to the loudest and most sensational fragments.
Haven’t We Seen This Before?
Watching the American political scene as someone with Ukrainian roots feels like watching Servant of the People play out in real-time, but with Hollywood-level budgets. “Make America Great Again” is a brilliant mantra-like slogan that evokes nostalgia for a “better past” and convinces people that everything can be restored. Volodymyr Zelensky also had his set of “magical promises,” vowing to eradicate corruption almost overnight, revive the economy, and make Ukraine — quoting directly — “successful and just.” Those promises lit a spark in many eyes because people desperately wanted to believe that simply changing the government would bring happiness. Volodymyr Zelensky underwent a massive transformation, unintentionally fueled by Putin, yet he has struggled to elevate the state to a level of agency where it can make its own decisions without relying on others. Weak communication capacity continues to falter in reinforcing the unity of Ukrainians.
History shows that fatigue tends to accumulate. Part of society will inevitably lose interest in watching endless conflicts, while the number of unfulfilled promises will approach infinity. This is why Trump now has a golden window—roughly 100 days—during which the new President enjoys a carte blanche for any actions and statements. Criticism and resistance, as with Zelensky, will grow, and his claims will increasingly be labeled as false. By the end of this year, elites will begin inflicting the first reputational blows on Trump, and his staffing resources will undergo significant changes.
So, What About Ukraine?
One thing remains constant: Ukrainians must work toward victory through their own efforts. Today, approximately two million of our compatriots reside in the United States. In every state, there are people with Ukrainian roots who can influence policy by reaching out to local senators or congresspeople, reminding them of the need to support Ukraine and its right to freedom. This is perhaps the most significant communication challenge — complex, multidimensional, yet deeply rooted in the values that have always defined America.
As we watch Trump (or any other leader), it’s crucial to remember that global politics is not a game where we are passive spectators. Our subjectification and tangible actions, both within the country and on the international stage, determine how significant the "Ukrainian question" will be in the minds of world leaders. Grandiose shows with big slogans will matter only to the extent that we know how to not just observe but also act.
Author: Lukian Selskyi