Unpacking Kony 2012 | EthanZ’s My heart’s in Accra
March 12, 2012 Leave a comment
Via Scoop.it – MediaMentor
This Monday, March 5th, the advocacy organization Invisible Children released a 30 minute video titled “Kony 2012“. The goal of the video is to raise awareness of Joseph Kony, leader of the Lord’s Resistance Army rebel group, a wanted war criminal, in the hopes of bringing him to justice. By this Thursday, March 8th, the video had been viewed more than 26 million times, and almost 12 million more times on Vimeo. It has opened up a fascinating and complicated discussion not just about the Lord’s Resistance Army and instability in northern Uganda and bordering states, but on the nature of advocacy in a digital age. My goal, in this (long) blogpost is to get a better understanding of how Invisible Children has harnessed social media to promote their cause, what the strengths and limits of that approach are, and what some unintended consequences of this campaign might be. For me, the Kony 2012 campaign is a story about simplification and framing. Whether you ultimately support Invisible Children’s campaign – and I do not – it’s important to think through why it has been so successful in attracting attention online and the limits to the methods used by Invisible Children.