This was such a great article to read. I have actually been to Africa and was well aware of these atrocities that were occurring in Uganda. When I saw this video two weeks ago, I was happy that many people were now going to know about all of the things that Kony and his army have done. I personally believe that most countries do not really care about what goes on in Africa because there is no financial gain if other countries intervene. However, people all around the world were now going to see what was happening and this would hoepfully cause people to encourage their government to once and for all stop this criminal. However, the only thing the media paid attention to was how fast it went viral and how the filmaker had a brief psychotic break. To me this is really sad because the main point of the video was to expose people to what has been occurring in Uganda. However, now the attention is on other trivial matters and the whole point is being missed. Hopefully the media will stop focusing on the trivial stuff and start focusing on the fact that Knoy and his army need to be arrested and prosecuted for all the crimes that have occurred.

Right, Ashley. I’m sorry that some editors and producers feel people are so disinterested in international news that they can’t put the focus where it belongs.

I really enjoyed this article. I, too, noticed how quickly the video spread and also, how quickly the focus was shifted from what the video really intended. Bringing awareness to the terrible things that Kony is doing needs to be done. Bringing awareness to the people behind the video or where money is going does not need to happen. It is so sad that our media is more focused on the “behind the scenes” and the “popularity” of the video than the actual message its trying to spread. All I can say is that I hope and pray that justice is brought to Kony. Regardless of how far off our society went from the original intentions of the video there has to be some lives touched and eyes opened from the millions that viewed it. I believe that actions will begin to take place to stop Kony because of the great amounts of people that are aware of this.

Thought provoking article. It is so frustrating that the media often times searches for the worst. Leave the film maker allow and focus on the real story at hand. The purpose of making the film was not so Russel would gain praise or publicity. He is just a man with a heart for the children of Uganda and for that he gets his personal health problems thrown on the news. What a way to celebrate a man who is trying to bring justice to one of the worst war criminals of all time.

I am interested to see what the focus is on as soon as April 20th comes around. The plan unfolded in the Kony video is to “cover the night” with posters and things so that nobody can ignore the problem come April 21st. I’m very curious to see whether the focus will still be on something other than Kony himself. It is very likely that there will be focus on graffiti, litter, and improper placement of posters, rather than what each of them are pointed toward.
However, I suppose even with focus on all of these different things, Kony will still be top of mind for many. Just as Jason Russell’s naked escapades do not take away from Kony’s crimes, the focus they deserve will not take away from that which Kony deserves.
My hope is that whether we talk about the video’s spread, Russell’s stress, or anything else, Kony will still be arrested and punished for all he has done.

I find it amazing how fast a video such as this spread so fast in so little time. I heard about this video about a month it was uploaded and by this time my church was talking about him too. However, I find it weird that this video came out when Kony has been out of Uganda since 2006. My question, is why did this video come out now instead of six years ago when Kony was at his height? I think there might be a hidden agenda with the producer/creator of this video. I am not missing the point that Kony was a terrible person, I am just wondering, why did this video take so long to come out? I believe that something might have been done if this video was released six years at his height. This is my problem with Russell, and with the recent release it makes me wonder what his intentions were.

I actually have barely heard Kony’s name and did not even know there was a video posted about him. It makes sense why I have started to recently see his name a lot more though. It is so interesting how media starts criticizing many things but does not criticize Kony’s actions. Maybe part of the reason is because Kony has been out of Uganda since 2006 as Brandon said. Or maybe it is because the media, especially the news wants to find ‘a different view’ besides the one that is plainly laid out in the video. It would be nice if they would take this opportunity to call people to action, but clearly that is not what they are doing. Maybe they feel is it not their place to call people to action. Maybe they want to turn the focus away from the evil doings because everyone likes to live in a world where they believe everything is always ok, even when it is not.

I think the point you make shows incredible insight. I myself would have never even realized that, but when you hear it said and actually think about it, a lot of sense comes flowing through your mind and unfortunately in this case it’s an awful sense that you come to find. Of course our news people would focus on the Success of another “viral video” and yes that will bring more publicity to it which is good, but why not go a step further and have all of the major news segments do full reports on that as well to further the spread of Joseph Kony’s tragic reign in Africa.

Another point that must be addressed is how within a matter of weeks 85 million people from all around the world watched the same exact video. I think about crazy it is that no matter where you are at in the world, regardless of the time, everyone can access and view the same video. This is scary if you believe in subliminal messaging I imagine. Say you get the right subliminal message to click and 85 million people in the world watch it, can you say “Revolution”.

This isn’t something that was possible just a few years back yet now it is an everyday thing, hell, it’s even an app. What isn’t an app these days though? That’s a whole another topic I could go on and on about and how it will change business and how business is run, but at this time I will refrain, for your guy’s sake. It is amazing to see how the increase and advancement’s in technology have truly globalized society as we know it. Read Thomas Friedman’s “The World Is Flat” which is considered by most a ground breaking book on this idea and how it relates to economics.

I am so glad you addressed this. Ever since this explosion of the video on theweb, I have been struggling on where I stand with this campaign and movement. I personally do not think this is the best approach to the issues with Kony, and I can’t help to think about the motives of Russell from Invisible Children. I believe it is important to spread awareness, but I think that by simply clicking the “share” button on Facebook does not do justice when it comes to having a full understanding of what you are sharing to others. I think it is important to do critical research first before reacting so quickly. I had this feeling that people felt like they were doing “good” by conveniently pressing “share”. I got the impression that many became “overnight humanitarians”, which I think has its ups and downs. I am afraid that Kony, who is part of the terrorist group LRA, wants this popularity. I have also seen video responses from several people who live in Uganda with opinions that portray their dismay towards this movement in the US because they felt like they were shown as powerless. Many issues stems out of this viral video of Kony 2012, and because of its complexity, I do not think it can be solved or simply alleviated from its problems by simply clicking “share” on Facebook. People’s motives have to be taken into consideration, everybody’s perspectives including Ugandans should be thought about, and research should be done before making the next choice that influences many.

Thanks for the post, Gabbie! Some interesting observations about this phenomenon. I’ve never seen a story spread so fast on Youtube, and I hope the focus stays on Kony.

Levi, thanks for the comment. Youtube is becoming a regular part of the news media landscape these days as the repository of “citizen journalism” videos. We’re living in an interesting time.

Thanks for the comment, Whitney!

Good question about why it took so long for this video to come out, especially since Invisible Children has existed for years. Maybe it’s just the learning curve and the fact we are all discovering that the best way to get the word out to the masses is often through viral means like Youtube.

Thanks for the comment, Brittany.

Thanks for the comment, Brianna. We are definitely living in a new age where the social media spread news faster than the traditional media of TV and print.

Thanks for the comment on the Kony video, Ashley!

Thanks for the comment, Andrew. We journalists do have a way of getting off track from time to time. I’m afraid that was the case here.

Internet videos have such an enormous impact on people nowadays it is incredible. I believe part of the reason is that internet viral videos have a social context to it. People are more likely to participate/get involved with a certain topic simply because their friends care, or if their friend posted it on Facebook. I did not watch the full thirty minute video but I know it is making a big splash on the web. This is a perfect example of “the medium is the message”. People care more about the virality of the video more than the message itself.

I think it is absolutely great that a video on youtube can spread so fast. So many people use youtube and now we have the ability to email videos and post them on facebook. These options have also helped spread the word. However, the media is so often very biased and usually does not focus on the right things. Some believe that as long as Kony is being talked about in the media, it doesnt matter what is being said. I’m not sure how I feel about this. One the one hand, it is so great that Kony is everywhere and having him be in the media so much, helps spread the word more. However, it is very unfortunate when the media chooses to focus on less important issues that draw away from the main point. Honestly, I do not believe there is any way around this. The media will focus on what it wants to. But, we need to be aware that the media may bend and twist stories so it is important to hang onto what is true and important.

When I first saw the video about Kony, it made me cry. I knew that these kind of things were happening but I happily placed it in the back of my head and never thought about it after I heard it the first time. But watching the video forced me to think about it again. It is so sad and so many people started becoming aware of what was happening in Africa. I think that the intentions of the invisible children foundation were good, but then a week after watching the movie I started hearing things about how minimal amount of money was actually going to the kids in Africa that they claim to be helping, which turned me off a little. It is really nice that they are making the country aware and I hope that our government actually does do something to help those kids being taken from their families.

I find it quite interesting how fast the word spread on the whole KONY issue happening in Africa. It seems as if the word of what this mass murderer is doing to these families went viral in a matter of minutes. I remember being on Facebook that day, and it seemed as if almost every one of my friends was posting something regarding the KONY issue. Most of it was regarding the video and reposting it so that others may see it. I was not able to watch the entire video in its entity for a while because of its length and my busy schedule, but after watching it through, it’s unbelievable that something like that could be happening in a world today where we have so much we can do to prevent this from ever happening.

I really enjoyed reading this article, I knew a little bit about the Kony efforts but not a whole lot. After reading this I learned a lot about it and what is actually going on. The video gives out a good message to us about Kony and what he is doing which I respect. Im sure others can agree with the fact that it is very sad how the Invisible Children foundation isnt doing anything to help the cause. I understand business’ are in it to make profit but it still is upsetting to know that these foundations that claim to be helping around the world, really aren’t doing anything.

That was such an interesting article! I still haven’t seen the Kony 2012 video on Youtube, but I can definitely relate to the things that you are saying because I’ve heard of all of the stories you mentioned. People taking the video and using it as a jumping off point to criticize Invisible Children’s spending habits and gossip about their CEO rather than focusing on the actual story. Invisible Children obviously succeeded in what they sought out to do, which was to raise awareness and expose Kony’s crimes. The real story isn’t about Invisible Children or the Youtube sensation, its about what is actually happening in Uganda, and that is what the news media should be focusing on.

At least once a year the country seems to get excited about a social injustice, environmental issue, or some sort of movement. It is all the rage for a few days or weeks and then it fizzles out. World issues have turned into fads, where something comes and goes and all too quickly it fizzles out. ( How many of us still wear our Livestrong bracelets we got in 2004)? People get bored, even when it comes to peoples lives. While the Kony video is a great way to spread awareness, it must be taken a step further. How can we rise awareness that brings change? How do we get people to be aware and actually do something about it? I do not know what i will take, but I hope this movement and the ones to come can really truly do something about it.

This event of the video was one that went viral very quickly and unforunately as pointed out in the article it did not have the effect that it was meant to have. It only brought attention to the makers of the video, and events following having to do with the video being so popular, there was still no real focus on the the issue the video actually shed light upon. Unfortunatley for those that did take an interest and vocalized (or typed) their thoughts on the matter were very controversial and i think brought more attention to again other issues that did not face the reality of what was actulaly going on.

The whole Kony story and advertising is such a crazy example of what is going on in the world (In atrocities, in media, in cultures, and in response). There has been such a inflow of information surrounding this subject, and it can feel overwhelming, especially since emotions are involved. Personally, I saw a lot of negativity toward this movement. Many comments disowning the non-profit and issue seemed to be the popular thing to do. I feel like people all wanted to be involved in one way or another. It just shows how people want to be a part of the conversation. I just pray that good comes from these conversations and that human suffering can be reduced.

I thought this article was an excellent overview of the Kony 2012 situation right now. I have not seen the video yet and though it may seem odd, it is because I had already been made aware of the issues about Kony by Invisible Children’s earlier campaigns. What made this article so great though was that it brought to realization that organizations cannot make their only benchmark or goal to be the number of viewers when it comes to social media marketing. Boundaries must be put in place to ensure that the original message is not distorted by the social media culture.

I am also interested in Invisible Children’s next few steps as an NPO (nonprofit organization). The reality of the situation is that they are an awareness organization that has a ticking expiration date. I expect that the Joseph Kony matter will come to an end in the next two years. In these next few years it will be interesting to see how Invisible Children reacts to the accomplishment of their vision and what steps they take next as an nonprofit awareness organization. Their mission and purpose will have to shift drastically, and it should be quite a sight watching their reaction to the situation.

I’ve been involved in activities with Invisible Children for about 6 years now. It has always been an incredible “ministry” but with the recent attention it has turned into a phenomenon. Not to get too off subject (as the article so intelligently discusses journalists too often do); but, in our society we are all addicted to being a part of these mega pop culture phenomenons. Think Harry Potter, Twilight, Hunger Games. They aren’t just trends- they are phenomenons. And that is what I’m afraid will happen with Kony 2012. It’s less about the message and more about simply seeing what everyone is talking about. No matter what it is positive for anyone to watch, talk about, post the video. Awareness is key in our social media society. But there really needs to be a deeper awareness and committment to the message for something so crucial to be successful. It isn’t about views, fame, or money for Kony 2012 to be successful. It is committment to the mission and hopefully that is what will happen from the 80+ million views.

IN hearing about the Kony 2012, I was not sure what it was about and how it would affect me, but it really does, I did not watch the youtube video, but I know it was powerful and that many people were affected by it. I can remember watching the documentary on the Invisible Children in high school and what they went through, really touched me and I am glad that people are standing up against this man. I think this is a great way to make a statement, but i feel that sometimes those things only last for a minute and then its gone, when things like this happen people, need to always be aware of what is going on

I completely agree with this article. Although we have learned about this cause and want to take out this atrocity of a man, some of us have definitely missed the point of why we are doing this. Firstly, I know many people who are participating because they think its “cool”. But this is not why we should be going about this. Also, even I am guilty of seeing Russell on the news and wondering if I should still trust this man and his organization. When I saw what was going on with him, I completely forgot what I had seen about Kony a few days before on YouTube. All I could think about was how crazy this man looked in the middle of the street with no clothes on. I think we are all guilty of one thing or another when it comes to being apart of a cause.

Your post is a perfect example of how the news media sometimes loses their way in covering major news. While it was impressive that the Kony video went viral and gained so much attention on YouTube, the news media forgot its duty to the audience and to society (as Vivian calls it) when they strayed from reporting the real story: Kony’s gross crimes against humanity. In my mind, the news wasn’t about the viral nature of the video or how Russell had a mental breakdown. Unless they pose a threat to others around them, mentally-ill people who flash in public don’t typically make headline news. Placing the focus on this non-news when atrocities were (and are still) being committed against people in East Africa at Kony’s hands was deplorable. The media got sucked into tabloid-style reporting; they dropped the ball by failing to tell the real story. In our readings, we learn that journalists have a duty and responsibility to get the story and images right; they missed the mark big time in this instance.

I think the same thing can be said about the news coverage of the occupy movement as it went on. It seemed like the news focused on how much trash and noise the occupiers made rather than the message behind their actions. In Orlando an occupier was arrested and jailed for writing on the city sidewalks with chalk. The local news focused on the ridiculousness of the situation and never mentioned what was written or the motivation behind it.

Same thing happened to me in Columbia, Mo. I was city editor of The Missourian and let an I.D. slide through that was wrong. The name of the drug suspect was right, but we matched it with the wrong I.D. The guy we I.D.’d turned out to be the VP of a big insurance firm instead of the real guy who was just a drifter through town. We came up with egg on our face. We had to do a lot of back-stepping to avoid legal problems. Deadlines are a two-edged sword.

A few weeks after “Kony 2012” went viral in March, Invisible Children sent their roadies – what they call traveling spokespeople – to visit the high school at which I work. The roadies showed the video to our students, and a former child soldier who had escaped from Uganda shared his personal story of living under the rule of Joseph Kony. It was a powerful and credible presentation.

I absolutely agree with Dr. Willis that the coverage surrounding the “Kony 2012” video this spring was largely focused on the wrong aspect of the story, and I would’ve loved to see more media attention on Kony himself and the U.S. involvement in Uganda. However, I believe that even stories about the video going viral drew added attention to the very worthy cause by inspiring more and more people to check out what so many others had already seen. The “Kony 2012” video told the story, and the news coverage just served to point people to it. The coverage almost added fuel to the fire, in that the video went viral, got news coverage, and then went more viral. The story of Kony was still being told; it just wasn’t the news media telling it. With the ever-increasing melding of traditional media and user-generated content, I have to wonder if this is perhaps a trend we’ll see more of in the future.

On a somewhat unrelated note, the Invisible Children organization has been in the news this week as well, as they just released their new “Move” video. I haven’t seen the full video yet, but there is a great article by Sangita Shresthova and Neta Kligler-Vilenchik at The Huffington Post titled “Moving Beyond Kony 2012” that discusses the implications of this piece. They say the video “once again asks young people to think differently about their political roles as citizens and activists.” I think this points to another often-overlooked benefit of the “Kony 2012” video: its impact on young people. The article elaborates on that benefit, saying, “In recent years, there has been concern about youth’s engagement in civic life. Other civic organizations have suffered decreasing membership because young people see them as stuffy and out of touch. Invisible Children is a powerful example of an organization which merges participatory culture with social change, allowing young people to find a civic voice that is fresh and hip.” If nothing else, Invisible Children and “Kony 2012” inspired young people to care about what’s happening in the world. That’s something I witnessed first-hand in March when the roadies visited our school, and that’s something the organization – and the news media which played a role in it – can be very proud of.

I agree that the media missed the point on this one. My first thought, however, was at least it did draw some media attention to get the video more plays. Still, it was really up to citizen journalists with Invisible Children on this one to get the message out. But, as we know, that’s not necessarily a bad thing. It’s growing to be more and more common and is only possible because of online media like YouTube and Twitter, Facebook, etc. Today, “Kony 2012″ has more than 93 million views. (While I’ve heard of Invisible Children, this was my first time to view this video.)

Of course, while social media are worthwhile routes to get messages like this one out, I am disappointed that this isn’t a part of the mainstream media’s agenda. International news, much like investigative reporting, has been cut. (It’s ironic that these cuts have been made in large part due to the loss of an audience who has moved to using online media only.) With financial cuts and staff reductions, as discussed by scholar John Vivian, journalism trends include less comprehensive coverage and less enterprise. These trends will only continue to diminish traditional journalism audiences. In my opinion, it’s a vicious cycle. I do really appreciate strong citizen journalism that’s resulted, though. Reports like “Kony 2012″ are giving credibility to non-traditional journalists.

I think this pattern follows closely with Marshall Mcluhan’s “The Medium is the Message” idea. In this case, the media found the idea that the Kony message went viral on Youtube more newsworthy than the message itself. It is sad to say it, but that is probably true in today’s society. Genocide is nothing new, it has been going on in the world throughout recorded history. The idea that a YouTube video could bring public attention to it when the national media could not, however, is the new concept. This in itself makes it the more newsworthy story, and the sad truth is that story is probably also more interesting to the average person. In our society, ratings rule and therefore the focus will be on what draws them, not what is most important to social and human responsibility.

I wrote another post before I read Ashley’s comment. I will still post it below, because I think it addresses your original question, but I love her comments so much they can’t go unaddressed!

I love the idea of citizen-driven media, but it also makes me a little sad, because if citizen media got the point, and mainstream media didn’t, what else are they missing?

ORIGINAL POST:

You talk in your book about what makes something “newsworthy.” One of the things you point out is “uniqueness.” Unfortunately, atrocities in Africa aren’t “unique,” or at least the average American wouldn’t tell you that. If you ask the average person to list what comes to mind when you say Africa, “genocide” would probably be on that list.

I’m not saying that’s right or good. I’m just saying that’s probably why no one talked about Kony. To the average person, that’s just… Africa. A video sensation on the other hand? We love those. It fits into so many of the other newsworthy-ness categories you describe.

It is unique. That sociology professor said there were more hours of video on YouTube in 2007 than 60 years of ABC programming. When one of them make it big, it’s out of the ordinary. It’s human interest. The video is so much of what America considers news worthy. Then the creator went off the deep end. Unique. And he wasn’t sending the money to Africa? Conflict.

And all this time, Africa is just… Africa. A problem so big that one well-marketed internet video probably isn’t going to help.