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Pashinyan, the defeated winner

There is no doubt that Nikol Pashinyan was able to connect emotionally with a section of Armenian society. The repetitive use of the slogans “you are all prime ministers”, “you decide your own future”, “it is all the previous regime's fault” has enabled Pashinyan to quickly win the hearts and minds of the Armenian public. While all these tactics certainly helped Pashinyan to win this snap election, his real achievement was to make Armenians forget about the recent war.

In 1945, Winston Churchill showed the world that winning the Second World War was not enough to get re-elected. More than 70 years later, Armenia has taught another lesson. In June 2021 Nikol Pashinyan, who came to power after the 2018 Velvet Revolution, despite a heavy defeat in Nagorno-Karabakh, managed to win in the snap elections and was confirmed as prime minister. With this victory, Pashinyan was able to falsify the long-standing assumption that losing Karabakh means losing power. How was this possible?
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September 12, 2021 - Tatevik Hovhannisyan Tiziano Marino - AnalysisIssue 5 2021Magazine

Armenian Prime Minister Nikol Pashinyan during the June election campaign. There is little doubt that Pashinyan used the art of rhetoric brilliantly, particularly during the last election campaign. Photo: Gevorg Simonyan / Shutterstock

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