Blog 4 – Digital Citizenship 2: Activism and Protest
*the doctrine or practice of vigorous action or involvement as a means of achieving political or other goals, sometimes by demonstrations, protests, etc. (Dictionary.com 2014).
*the act of participating in obviously pointless activities as an expedient alternative to actually expending effort to fix a problem (Urban Dictionary 2013).
In 2012, Invisible Children launched Kony 2012, an online campaign aimed at stopping the Lord’s Resistance Army in Africa and making their leader – Joseph Kony, famous enough to be captured and arrested. The group were hugely successful in creating awareness of their campaign – with over 1 million views of their half hour YouTube video in under a week, breaking all records at the time (Truthloader 2013). See link – Kony 2012: https://www.youtube.com/watch?feature=player_detailpage&v=Y4MnpzG5Sqc
Founder Jason Russell appealed to the masses through creating feelings of empowerment, with messages such as “Who are you to end a war? I’m here to tell you, who are you not to?” (Invisible Children 2012).Despite the success of the YouTube video, Joseph Kony still remains free today.
Invisible Children raised 20 million dollars through their campaign, however the portion of that amount spent of finding Joseph Kony was somewhat dwarfed by the amount they spent on promoting themselves (Truthloader 2013). In depth analysis suggest Invisible Children’s story was over simplified and even offensive in its portrayal of Uganda. Ethiopian-American writer Dinaw Mengestu stated:
“to claim [the children] were invisible because a group of college students traveling through Uganda happened to stumble upon a war they were too ignorant to have known of before going to the region is, to put it mildly, patronizing” (Testa 2014).
Many people who may had thought they were empowered through sharing the message online were confronted with the realisation they in face had little part to do with a project which had no significant outcome.
So what exactly was it that made the Kony 2012 campaign so incredibly popular? A study conducted in Canada over household internet use asked respondents whether they felt their internet use extended their “possibilities for action in the world” and whether it made them feel “empowered.” Extractions taken from their responses included the following statements:
“Oh for sure. There is no question. You know before—I mean, I knew something was going on out there… now I am part of this”
“In terms of personal growth I’d still be at the Neanderthal stage if it hadn’t been for the opportunity that I’ve encountered online… this is how I give back to society”
Referring to the communitarian view of citizenship, I believe that the Kony 2012 campaign captured people’s interest on a deeper level than seeing the capture of Joseph Kony, and appealed to their need to define themselves as a member of a community, partaking in a moral and cultural agreement over shared values.
Activism: Define Activism at Dictionary.com, Dictionary.com, viewed 16th December 2014, <http://dictionary.reference.com/browse/activism>
Bakardjieva, M 2009, 'Subactivism: Lifeworld and Politics in the Age of the Internet', Information Society, vol. 25, no. 2, pp. 91-104
“Empowerment” [image], Stanton Marris, viewed 18th December 2014, <http://www.stantonmarris.com/tag/empowerment/>
Kony 2012, Invisible Children, 5 March, viewed 8th December 2014, <https://www.youtube.com/watch?v=Y4MnpzG5Sqc>.
Remember Kony 2012? Well, its 2013. What happened? [image], news.com.au 2013, viewed 8th December 2014, http://www.news.com.au/world/remember-kony-2012-well-its-2013-what-happened/story-fndir2ev-1226550575923
Testa, J 2014, Two Years After KONY 2012, Has Invisible Children Grown Up? , Jessica Testa 2014, viewed 8th December 2014 <http://www.buzzfeed.com/jtes/two-years-after-kony-2012-has-invisible-children-grown-up?>
Truthloader 2013, Joseph Kony 2012: What happened to Invisible Children? – Truthloader, 5 March, viewed 8th December 2014, <https://www.youtube.com/watch?v=okmswBs4rdg>.
Urban Dictionary: slacktivism, UrbanDictionary.com, viewed 16th December 2014, <http://www.urbandictionary.com/define.php?term=slacktivism>