From Passive to Active: The Role of Digital Storytelling in Driving Civic and Charitable Participation in Ukraine

This thesis explores how digital storytelling can inspire individuals to take action in political and social contexts, focusing on Ukraine. It examines how compelling digital narratives transform passive observers into active participants4voters, volunteers, or donors. By incorporating concepts from digital activism, participatory culture, behavioural psychology, and populism, the study identifies effective strategies for engaging audiences and fostering collective action during change and crisis. The first chapter outlines the evolution of digital storytelling by emphasising its role as a powerful tool for building solidarity and addressing societal challenges. It highlights how digital stories evoke emotions, establish trust, and motivate action. The second chapter analyses the 2019 Ukrainian presidential election, demonstrating how Volodymyr Zelenskyy9s campaign used relatable narratives and direct engagement to resonate with a broad audience, challenge established political norms, and secure a groundbreaking victory. The third chapter examines Ukraine9s donation culture during the ongoing war, showcasing how digital platforms have become vital for mobilising civilian support. The fourth chapter synthesises insights from the preceding chapters, focusing on the transition from storytelling to action. It illustrates how well-crafted narratives can drive emotional engagement, foster trust, and inspire collective efforts in political and humanitarian contexts. This thesis contributes to the understanding of digital activism by showing how storytelling drives participation and support. It concludes that digital narratives play a crucial role in engaging communities, fostering empathy, and turning shared values into action.