Kony 2012

22:00 – 25:00

Representation

The video Kony 2012 is represented in many ways and this can be shown by the way many people around the world are encouraging each other to make Kony famous as this will get the word across about the things that are happening in northern Uganda, it is represented in a positive way to show how many people are actually taking part to solve this problem, as well as in a negative way as many children in Uganda today are getting kidnapped and killed.

This appeal to all the different ethnic groups as they are all working together to form a group to protect the children in Uganda, which can be shown that this is globalises as everyone around the world are working together to get the job done to everyone else to take part and make Kony famous, this is done as they want the word to get across and everyone know about this as it helps them to understand what is happening on the other side of the world.

However throughout the clip it shows the audience that by social network sites like Facebook and Twitter, it can make a big change by forming groups to help and support the campaign. It has included the media platforms as it has magazines of Kony and online websites about the whole situation, this can link to the hypodermic needle theory as the media are injecting information into the audience to engage with them as many people are joining in to help the children in northern Uganda to have a respectable life style.

Media Forms

The sequence helps to convince the viewers to support Kony 2012 by the use of different media platforms that is being used for example E-media is used to target their audience as this will attract millions of people by having an official page of this campaign which will grab their attention as many people have social network sites like Facebook and Twitter.

 The way it has been showed for 2012 is ’20 culture makers and 12 policy makers’, these people have been used as they have the power to attract the audience to help them around the place as well as engage with their audience to support Kony 2012 as well as that it has been shown that people with power say things they want and it gets spread widely, so Rihanna has been used to engage with millions of people worldwide to help the children in northern Uganda out as well it shows how celebrities, athletes and billionaires are involved in this to help and support them, by doing this it targets many other people to get involved as well make an effort to do something in the world. The way the famous people are used is to attract the viewers as what they say ‘spreads easily’ and is heard by many people worldwide.

Institutions

Kony 2012 is shown in a positive way as it shows people how many people are encouraged to take part and take action about what is being done with the children. However this is promoted by many ways and this can include the way many posters and flyers are handed out as well as posted on walls and billboards, updated on social network sites like Facebook and Twitter, also magazine covers. There are all promoted to show the world what Kony is about and what he is doing.

Also it is known to be positive by the way the video is bright and clear so the audience know how Uganda really is and how they are being treated, the use of letters and notes from the supports shows the audience how many people are concerned with the matter of the problem and would like to get involved which is a positive aspect as Jason wanted everyone to know what was happening with Jacob and others like him.

Audiences

Kony 2012 is appealing to different types of audiences as they want everyone worldwide to take part in this, so targeting different people would encourages a wide range of audiences which helps and benefits them more as it has become viral by the way it is used on social networks sites. It targets the younger and older audience as they both are more likely to help with the problem as they like to take part and help people around the world.

It is more likely to target people from different ethnicities and social backgrounds as they are all interested on taking part to save all the innocent children and people from ‘Kony’. There are many shots and images used to attract the audience which is why many people around the world are taking part as they have seen the horrendous things that Kony is doing as this includes kidnapping children to kill their own parents as well as training them to be part of an army by force, even though if they do not want to.