Cultural diplomacy through language: the Ukrainian case and the potential of multimedia resources

Abstract

This article examines the Ukrainian language as a key instrument of cultural diplomacy in the digital age, particularly in the context of hybrid war, geopolitical transformation, and global media expansion. It addresses the growing importance of language as a vehicle of national identity, symbolic resistance, and soft power projection in times of crisis. Using a qualitative case study approach, the research analyzes how contemporary multimedia platforms, such as the global language-learning app Duolingo, the volunteer-driven Ukrainian online course Ye-Mova, and the ethnographic storytelling project Ukraїner, contribute to the international promotion of the Ukrainian language and cultural narratives. In parallel, the study explores state-led initiatives coordinated by the Ministry of Foreign Affairs and the Ukrainian Institute, including Ukrainian-language audio guides in major international museums. The findings indicate that digital tools not only facilitate access to the Ukrainian language but also foster intercultural dialogue and global solidarity. However, the article also identifies several limitations, including weak institutional coordination and a lack of long-term impact assessment. By highlighting both the opportunities and challenges of linguistic diplomacy, the study offers insights relevant to scholars of philology, cultural studies, and international communication. It concludes by outlining future research directions in digital diplomacy, educational innovation, and the role of language in global identity formation.