To many people unfamiliar with Invisible Children, the Kony 2012 campaign looked like a brilliant example of “viral” media spread. The center of the campaign is a compelling 30-minute film where a father talks to his son about the evil practices of the Ugandan war lord Joseph Kony. The father makes it clear that his number one goal is to make Kony a household name in order to “raise support for his arrest and set a precedent for international justice.” In the days that followed, critics stepped up and critiqued the simplistic narrative (and colonial rhetoric) put forward by Invisible Children. (If you haven’t read it, I strongly recommend Ethan Zuckerman’s “Unpacking Kony 2012.”) Yet, what about the media campaign itself? Activists (and brand marketers) everywhere are in awe of what appears to be a magical campaign that came out of nowhere. But there’s more than meets the eye here.
Over at the SocialFlow blog, Gilad Lotan (my partner) analyzed two aspects of the Invisible Children campaign:
how pre-existing networks helped create the viral spread;
how people targeted celebrities to garner attention philanthropy. There are many important aspects of this blog post, but I want to focus on the role of youth in this process.
Invisible Children is not a new organization. They have spent tremendous effort over the last decade reaching out to youth. They have widespread reach in high schools, colleges, and churches throughout the United States. Many youth are (uncritically) committed to helping stop bad things from happening to other children in Africa. Invisible Children has focused for years on the value of attention philanthropy. They work diligently to do whatever it takes to get people to pay attention to bad things happening in the world. They raise money to raise attention. They leverage celebrities and Hollywood film tactics to reach wide audiences in a hope to activate them to create more attention (and, thus, both funding and political pressure). They engage directly with churches, where word-of-mouth networks in the U.S. are strongest. For the last decade, they have worked on creating films and bringing in celebrities to raise attention to what is happening in Africa, first in Sudan (Darfur) and then in Uganda.
Much to the horror of many human rights activists, Invisible Children is not known for spreading accurate information as much as it’s known for spreading information widely.
Most of how they’ve gotten the message out is by engaging youth. Earlier films have been shown directly to youth (in schools and churches) and youth are actively encouraged to join the organization and participate in their campaigns. They provide toolkits for participation with the primary goal being to amplify attention to a particular issue.
The stories that Invisible Children create in their media put children at the front and center of them. And, indeed, as Neta Kliger-Vilenchik and Henry Jenkins explain, youth are drawn to this type of storytelling. Watch Kony 2012 from the perspective of a teenager or college student. Here is a father explaining to a small child what’s happening in Africa. If you’re a teen, you see this and realize that you too can explain to others what’s going on. The film is powerful, but it also models how to spread information. The most important thing that the audience gets from the film is that they are encouraged to spread the gospel. And then they are given tools for doing that. Invisible Children makes it very easy to share their videos, republish their messages on Facebook/Twitter/Tumblr, and “like” them everywhere. But they go beyond that; they also provide infrastructure to increase others’ attention.
Invisible Children knew that it was targeting culture makers and youth. And Twitter users no less. Indeed, check out the list of “culture makers” that they encouraged youth to target. It’s an interesting mix of liberals (George Clooney, Ellen Degeneres, Bono), conservatives (Rick Warren, Rush Limbaugh, Bill O’Reilly), geeks (Bill Gates, Mark Zuckerberg), big philanthropy names (Oprah, Angelina Jolie, Warren Buffett), and pop stars (Lady Gaga, Taylor Swift, Rihanna, Jay-Z, Justin Bieber). Plus others. They also recommended contacting political figures. (Interestingly, they start with G.W. Bush and Condoleeza Rice and don’t list Obama at all.) As Lotan points out, these celebrities got pummeled with thousands upon thousands of messages from fans, predominantly young fans. And many of them responded.
When celebrities receive this kind of onslaught from their fans – and, especially their younger fans – they pay attention. And so they post out about this. This is exactly where the fuzzy feelings towards attention philanthropy kick in. Young people feel like they did something by getting a celebrity to pay attention to a cause. A celebrity feels like they’ve done some by talking about the cause to a wide audience. And, voila, Invisible Children taps into the attention economy to get their message out.
Yet, there’s more to this. It’s not just anyone who’s paying attention or a small cluster of people that are paying attention from which things radiate. This tag cloud from the SocialFlow blog represents the words that were in the bios of the accounts of those who posted about #stopkony or #kony2012.
