The Film Kony 2012 and Invisible Children

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Introduction Kony 2012 was a film produced Invisible Children which went viral overnight. The video gained 31 million views in a single day and since has gathered almost over 99 million view on YouTube. The campaign was a 30-minute video made by filmmaker and Invisible Children co-founder Jason Russell can be considered a political documentary by traditional standards. The political documentary intended to persuade bystander viewers to hold certain beliefs about Kony, a leader of the rebel militia group the Lord’s Resistance Army in Uganda. Viewers were asked to act immediately to raise awareness through social media, local campaigns and political advocacy to capture the rebel leader who kidnapped children. While the film raised a significant amount of money, it has been accused of engaging in “slaktivism” in which one takes action, which has little effect beyond making one feel like they have contributed. Kony 2012 is a prime example of how new technology is changing the effectiveness of political documentaries. Production costs are decreased because digital cameras and editing software are easily accessible. The video was released on Youtube, a streaming platform, which has changed distribution models for documentaries by enabling videos to expand their reach tenfold. Additionally, because Kony 2012 was produced by a founder of Invisible Children there was a synergy between the documentary and the activist group, which legitimized their multiplatform distribution plan and guerilla media strategies, allowing a new model of political effectiveness to take shape through the network public sphere. However, Kony has not been captured and the movement has since died down. One must ask, what is the effectiveness of this political do... ... middle of paper ... ...been put on the technological platform itself and the infrastructure of it, and too little on the social and cultural context of the citizens and users. Communtes basically can not be created with technology if the social and cultural networks are not there, and if users do not see the benefit or are not motivated for using the technology” (Bondebjerg 9) Loss of journalistic standards • Although media today move towards digital online existence, the vast amount of information on digital platforms demand time and skills that will favor eliete users (Bondebjerg) • Loss of authority and credibility normally connected to media that are well established have journalistic standards, ethic and accountability can be seen as a problem Conclusion Technology is important, but more important is the social context and fundamental structure of human cognition and communication

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