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Kony 2012 - Social networking & desensitisation


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Kony 2012 - Social networking & desensitisation

  1. 1. Kony 2012“Three guys are inspiring an entire generation ofyoung people to get active and to make positivechanges in their world. The STORY is that JosephKonys name is getting out there and that tens ofmillions of people are watching the video thoseguys made. The STORY is that even some goofballsfrom San Diego can changethe world using media, theinternet, and their hearts”
  2. 2. Social Networking &Desensitisation YouTube is the source on which the Kony 2012 video gained infamy. It garnered around 90 million views worldwide as of 03/05/12 since being posted in March, one of the fastest growing videos ever.  Of these, 32 million were on a mobile device, which isn‟t typical for activist and campaign videos. The videos that get the most views on mobile tend to be funny or cute, shared over Facebook etc. This could suggest that a large percentage of the viewers are more casual users of YouTube who don‟t normally consume activism-centric videos.  Hits that came from the video being embedded or referred from Facebook add up to over 20mil. This collective sharing amounts to a substantial number. Collective group identity of Facebook users.  Interestingly, the video is most popular amongst 13-17yr old girls, 45-54yr old men and 18-24 men.  The world map illustrates the areas in which the video was most popular, with a clear indication that first world countries like USA, Canada, UK and Australia is where the vid is most popular.
  3. 3. Social Networking & Desensitisation This world map illustrates the areas in which the video was most popular. with a clear indication that first world countries with more widespread technology usage like USA, Canada, UK and Australia is where the video is most popular.
  4. 4. Social Networking &Desensitisation The video was shared, „liked‟ and „retweeted‟ countless times including celebrity endorsement from the likes of Justin Bieber and Oprah.  Fans (young, but not necessarily always) may mindlessly endorse their messages.
  5. 5. Social Networking &Desensitisation iPhone application as promoted by campaign. „LRA Crisis Tracker‟ Allows user to see what events are happening – abductions, sightings, l ootings etc. Become desensitised to the death/destruction.
  6. 6. Social Networking &Desensitisation Was Kony 2012 just a fad? Trend? Fashion statement?  Original video quickly escalated to several million views within just a few days. Follow up video which addresses many of the key questions and issues raised from original has received just 2million views in four weeks, a much less substantial amount. Severe drop in public interest.
  7. 7. Social Networking &Desensitisation „Cover the Night‟  Real life protests stemming from the online campaign, the Kony campaign uses hybrid of methods, both online and in the real world.  April 20th, through Facebook thousands online committed to turn up. Very few followed through with this.  Clicktivism/Slacktivism  Was it a success? Widely considered a failure.
  8. 8. Social Networking &Desensitisation This incident (excuse the language) on „Cover the Night‟ summarizes Kony movement‟s downfall.  Kony himself hasn‟t been seen in 6 years, many believe him to be dead.  Will US military do a better job that humanitarians?  Many from the effected areas claim misrepresentation.  “don‟t just watch your 30 minute Hollywood movie”.