KONY 2012 took the social web by storm last week, as a 30-minute documentary seeking to arrest LRA leader Joseph Kony was viewed online nearly 100 million times.
The Pew Internet and American Life Project investigated how KONY 2012 became the most viral video of all time.
The key, Pew found, was 18 to 29-year-olds sharing links on Twitter and Facebook. While initially 77% of Twitter discussions were positive, the tone shifted as criticisms of the non-profit behind the film, Invisible Children, began to circulate.
Maybe this is true: Where did you learn about KONY 2012? Are Twitter and Facebook your go-to sources for current events? I am unfortunately out of that 18-29 age bracket and the first place I learnt about it was from YOU- the students, in lessons at school! And then later on the television news. Maybe this is just one small piece of evidence to back up how information and the power of the media is shifting through time.
In addition, our easy access to information today, i.e. via the internet means that we can easily adn quickly find additional information on something that interests us. Within 24 hours the campaign was initially supported and then questioned as people looked more closely at the issues and background to the Kony 2012 campaign and the Invisible Children Organisation.
Or... is this one aspect of our culture today? That as soon as someone or something becomes successful, there are underlying desires to bring that someone or something down? ... 'Tall poppy syndrome?'....???
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