Internet Use in Ukraine's Orange Revolution
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Business Horizons (2006) 49,71—80 www.elsevier.com/locate/bushor Internet use in Ukraine’s Orange Revolution Myroslaw J. Kyj One University Place, School of Business Administration, Widener University, Chester, PA 19013-5792, USA KEYWORDS Abstract The Ukrainian presidential elections of 2004 witnessed a massive uprising Internet; of the Ukrainian electorate against the incumbent government’s tactics of vote Websites; rigging and ballot fraud. In this paper, ten Ukrainian websites focusing on the Ukraine; election are critically evaluated and compared by analyzing their website activity Political promotion data. Despite lacking access to mass media, supporters of democratic change compensated through skillful use of the internet to recruit volunteers, raise funds, organize campaigns, report breaking news, and garner the sympathy of the global democratic community. Comparisons with broader web usage are made, and social and business implications are suggested. D 2005 Kelley School of Business, Indiana University. All rights reserved. 1. Seeing orange out for support from the broader democratic global community. In the aftermath of massive demonstrations in To date, the great bulk of academic and popular Kiev, Viktor Yuschenko was elected president of literature has considered how the internet has Ukraine on December 26, 2004. Completing what altered relationships between sellers, customers, popularly became known as the bOrange and consumers. Thus, researchers have conceptu- RevolutionQ (named after the color adopted by alized the relationship of the web to traditional his political party), Yuschenko’s election was a media (Dholakia & Rego, 1998) and studied attri- startling outcome in that it overcame concerted butes of webpage design that attract and engage resistance from an entrenched, corrupt political visitors (Raman & Leckenby, 1998). The growing group that controlled the mass media, resorted to importance of the internet as a marketing tool has wholesale electoral fraud by certifying the elec- been recognized by colleges and universities, tion of Viktor Yanukovych, and had the active whose websites often serve as the first point of support of Russia’s president, Vladimir Putin. contact for many potential students and employees Information that was rapidly disseminated over (Larson & Kyj, 2003; McBane, 1997). Indication of the internet and throughout the campaign and the increasing utilization of the web as a govern- crowds during the fifteen day period of protests mental resource in the United States is provided by helped sustain the momentum of the Orange Curtin, McConnachie, Sommer, and Vis-Sommer Revolution. Equally importantly, it also reached (2004). This has led to the formation of what Howard Rheingold (2002) terms bsmart mobsQ: E-mail addresses: [email protected], technology-enabled groups capable of exploiting [email protected] their rapid access to information to advance 0007-6813/$ - see front matter D 2005 Kelley School of Business, Indiana University. All rights reserved. doi:10.1016/j.bushor.2005.06.003 72 M.J. Kyj specific causes. Politicians have taken note of this that of the hyper-inflationary first transitional trend in Greek parliamentary elections (Demertzis, post-Soviet currency. Yuschenko’s career success Diamantaki, Gazi, & Sartzetakis, 2005), with evi- led to his selection by Kuchma to serve as the dence of winning candidates having superior web- country’s prime minister in 1999. In this capacity, sites (Prodromos & Lappas, 2005). Yuschenko resuscitated a national pension system Nina Koiso-Kanttila (2005) has proposed three that had fallen badly into arrears, an accomplish- consumer behavior tendencies that are helpful in ment which won him the admiration of a public that analyzing web usage: perceived time scarcity, was more used to taking abuse from the govern- competition for attention, and the quest for ment than being served by it. The more popular and authenticity. The internet is a time saver in that visible Yuschenko became, the more he presented a it is an efficient transmitter of information. The sharp contrast to the highly unpopular Kuchma, immediacy of real-time information has become a who grew increasingly jealous. The final straw defining expectation for the web. Paradoxically, came in the form of Yuschenko’s determined the wealth of information on the web has attempt to reform the country’s corrupt energy created a poverty of attention and puts a pre- sector, a principle source of sudden wealth for mium on creating bstickyQ websites that entice some of the oligarchs whose political parties viewers to linger. Authenticity suggests attributes represented more than 20% of parliament. of reliability, trustworthiness, and originality, and Yuschenko had been prime minister for some would be especially important for news sources. sixteen months when he was dismissed (Rodriguez, In the subsequent discussion, it will be pointed 2004). out how the websites in this study conformed to He did not go quietly. By this time, a coalescing these behavioral tendencies. However, in order to political group calling itself bOur UkraineQ was comprehend what the websites were trying to preparing to mount a political challenge to Kuchma, convey, it is necessary to understand some of the and reached out to the deposed prime minister to background leading up to the Orange Revolution. become the party’s leader. Next, we examine the With this in mind, let us turn our attention to factors that came into play permitting Yuschenko to some rough politics. compete politically for the presidency, despite being shunned by the mass media. 2. Muzzled against state power 3. Exposing entrenched corruption Viktor Yuschenko’s campaign for the presidency of Ukraine faced formidable obstacles from the cor- Through persistent reporting in his internet news- rupt political system put in place by Leonid Kuchma paper about rampant corruption within the admin- during a decade-long administration. During this istration, Kiev investigative reporter Georghi time, Kuchma erected an authoritarian administra- Gongadze ran afoul of president Kuchma. Gongad- tion and governed like a Mafia Don; tacit agree- ze’s website, Ukrayinska Pravda (Ukrainian Truth), ments with regional oligarchic clans, a largely became a principal forum for questioning govern- malleable judiciary, and unfettered powers over ment motives and conduct. One investigation the appointment of governors all further enhanced centered on Kuchma’s lack of oversight in the case presidential fiat in less obtrusive ways. Control of of Pavlo Lazarenko, a former prime minister who broadcast and print media was advanced through made off with several hundred million dollars after licensing and a program of intimidation that ex- being dismissed from office. Lazarenko went on an tended even to the murder of troublesome investi- odyssey throughout Europe and Central America gative reporters. While dissenting opinions and before finally ending up in the United States, unflattering reports continued, they were largely having traveled on forged passports. Ukrayinska limited to small regional papers or internet web- Pravda questioned where president Kuchma was sites. With the exception of one television station, during all this, and how he might be involved. news reports covering the president or government Subsequent investigations showed financial links to featured fawning praise, with parallel vilification of Mr. Kuchma’s family via allegations Lazarenko opposition parties and dissenting thought. arranged for the capitalization of Kyiv Star, a Yuschenko did have one significant advantage: a mobile phone start-up company that happened to good reputation as a former head of the Ukrainian have the president’s daughter as one of the Central Bank, under whom the country’s new principal officers (Kupchinsky, 2002). The average currency, the hryvnia, was successfully introduced. Ukrainian would be well acquainted with corrup- This positive experience was in direct contrast with tion in its many guises, from the petty to the Internet use in Ukraine’s Orange Revolution 73 astonishingly gross: avaricious police, bribe-seeking All websites in Ukraine with a core following bureaucrats, dishonest tax agents, and academi- subscribe to rating services, which monitor site cians seeking bgiftsQ to expedite the admission of activity in terms of number of visitors and students. frequency of visits. Rating services segment sites Within two weeks of this expose´, Gongadze’s according to genre (e.g., politics, news, sports, headless body was discovered some fifty miles business, personals, etc.) and rank them according north of Kiev (The Economist, 2001). The suspicion to popularity. Websites incorporated in this study of a political killing, another in a string of eleven included: unsolved murders of reporters during a two-year period, quickly fell on the administration. This was ! Our Ukraine and Yanukovych, the official sites of further fueled by the explosive revelation of a each presidential contender; secret tape recording made by one of Kuchma’s ! Maidan, Pora, Ostrov, and Donbass, samples of body guards, in which the president demands sites with strong regional or political orientation; bsomething be doneQ with Gongadze. Large scale ! Ukrayinska Pravda, ProUA, and Obozrevatel, protests erupted in Kiev accusing Kuchma of representing top-ten internet news journalism complicity in the murder and demanding he sites; and resign. The opposition called for a bKuchma-free ! Channel