Interdiscursive resistance by Ukrainian companies: Wartime fundraising on Kickstarter as commercial and societal rhetoric

This study explores resistance used by Ukrainian companies on Kickstarter during the Russo-Ukrainian war, examining how it intertwines with commercial promotion. The analysis focuses on 22 English-language campaign calls. Methodologically, the study combines concepts from discourse analytical and rhetorical traditions. Eight discursive strategies are identified in the analysis. These strategies are connected to three kinds of rhetorical acts: evoking identification/disidentification, manifesting national pride and independence, and establishing belonging to the West. The study argues that Ukrainian companies’ use of resistance as part of commercial promotion has a double purpose: it is a way of making themselves and their products seem topical and societally meaningful to their Western customers while also serving as a form of Ukrainian self-expression, aimed at globally shaping war-related meanings.