This report examines one dimension of Ukraine’s communication performance: messaging coherence, meaning how far official and aligned communicators conveyed messages consistent with these positions. Coherence is widely assumed to make communication more credible and persuasive. This report measures how far it was achieved, not whether it had that effect. It asks three questions:
- When and where did Ukrainian official and aligned messaging between May and November 2023 remain coherent with the CSC’s Main Positions across platforms, themes and account types?
- How did different operational contexts, in particular the 2023 counter-offensive and acute missile attacks, shape messaging coherence under the One Voice approach?
- What do these patterns reveal about how the One Voice approach functions in practice, including the role of CSC positions in structuring alignment?
Using the Main Positions as a reference baseline, the report develops an AI-enabled method for assessing whether posts from official and aligned accounts on Telegram, Facebook, Twitter/X and YouTube conveyed messages consistent with these positions. Coherence here means alignment with the CSC’s framing, not a judgement on that framing’s accuracy.
The analysis shows that coherence can be assessed systematically across platforms, themes and account types. It also shows that coherence is shaped by the nature of the event, the constraints under which communicators operate, the platforms through which messages circulate and the availability of clear messages that different actors can repeat.
