Political Communication in the 2020 Karabakh War: Crisis Communication and Strategic Narratives in a Comparative Analysis of Armenia and Azerbaijan

Abstract

This article studies political communication in the 2020 Karabakh War from a comparative perspective. It looks at crisis communication, strategic narratives, and public diplomacy, and asks how both Armenia and Azerbaijan tried to shape perceptions during the conflict. The research uses qualitative sources, including official statements, press releases, social media posts, and policy reports. These materials were compared to see how messages were constructed, spread, and received. The results show clear asymmetry. Azerbaijan built a centralized and legally grounded strategy that was highly adapted to digital media. It used multilingual content, rapid publication, and drone videos to reinforce its claims of sovereignty and gain credibility with international institutions. Armenia relied more on humanitarian arguments, historical memory, and diaspora mobilization. This generated sympathy in Western media but lacked coordination and often reacted late to Azerbaijani framing. The 2020 war, fought both on the battlefield and on communication platforms, became a turning point in international perception and opened the way to the Peace Treaty signed by Armenia and Azerbaijan in 2025. The study adds to debates on wartime communication by showing how strong narratives, consistent messaging, and effective use of platforms can shape diplomatic outcomes. It also argues that communication should be seen as a strategic resource in asymmetric conflicts.