Kony 2012

1.      1. What techniques does the extract use to engage the audience?

The extract uses effects such as sound to engage the audience into paying attention to the facts that are being explained. The voiceover makes it sound factual and anchors the images on the screen. It makes the extract seem as if it is an expositional documentary and in some ways it is because of the way the producer is talking over the video as the ‘voice of God’ which is a term referred to describe the voiceover. There is a child used and is represented as the son of the producer who has sat him down to speak to him about Joseph Kony and the child connotes a sense of innocence and the audience could be shocked as to the questions being asked to the child and could intrigue them.

Also, the sound that is used is parallel to the images that are being displayed on the screen. For example, as soon as Kony’s picture enters the screen, the sound completely changes to create a sense of danger about him and his power so that the audience is aware of his supremacy within Uganda and can engage their interests.  The image at 11:28 reinforces his power and control over the land in which he lives and has a major influence of the children and the way they think. The facts that are given to the audience by the voiceover can also shock them and connect to the video.

Older members of the audience who could possibly have children could also relate and identify to the video and could engage their interests because it is explained that Kony kidnaps and recruits children like the producer’s son and forces them to kill for him. They then form the Lord’s Resistance Army (LRA) which could surprise the audience as he is forcing children to come together as an army to protect himself and increase his power in Africa. This could relate to the uses and gratification theory which was suggested by Blumer & Katz as the audience is being informed of Kony’s wrongdoings and could fulfil some of the satisfaction of the audiences to be informed and educated.

2.       2. How is Kony represented in this extract?

Kony is represented as a dominant figure within Uganda and surrounding African countries because his ‘army’ the LRA is gradually growing which is therefore increasing his power and command in these countries. Kony is represented as a negative individual who could be considered as the enemy of the world because of the crimes he is repeatedly committing. These crimes could also represent Kony as an individual who stands for anti-hegemonic values and ideologies because of the acts that he enforces such as child soldiers and sexual slavery.

Kony is represented as an individual who could possibly gather followers and grow and could lead to disastrous results for the world. He symbolises evil during the three minutes of the extract as the images of him all portray him as someone who looks fearless and will do anything to sustain his power and control within Uganda. Kony is looked at as the villain and binary opposition is used to show the difference between him and the rest of society. This is a theory that was suggested by Levi Strauss which explains the effect of oppositional individuals. The video represents Kony as having a negative persona which people do not like and he has been listed as the most wanted criminal in the whole world which again shows his influence and position in Africa.

3.      3.  How does the text trying to make Kony 2012 seem a positive brand?

Kony 2012 is now a brand that is widely recognised across the whole world. The extract promotes the brand as a positive institution that is dedicated to a cause that is worthy of people’s time. The facts that are given during the three minutes of the extract makes Kony seem worthy of catching and arresting. Also, the urgency of arresting Kony is also continually represented to reinforce the fact that their brand, Kony 2012, is being used to rid the world of someone who is as horrible as Joseph Kony.

The fact that there are views expressed from people from Kony’s own country such as politicians who do not have the power to change anything, they are joining together as one and connotes peace and unity across the world which makes the brand seem positive.

4.       4. Who does this text attempt to appeal to?

This text attempts to attract a large number of people across the whole world and was originally posted online and has been spread virally. The extract has been started as an online campaign to ensure that Kony is made famous across the world to make others aware of the crimes that he has committed. This can appeal to the psychographic group of carers because these are people who want to save the world and want to have sustainable futures for their future generations.

E-media has been used therefore this could appeal to the younger generations (15-25) because this range of people are the most literate in the use of technology. It could appeal to older members of the audience if they have children themselves, they could possibly identify and empathise with the views expressed in the text. As the recent Arab spring that has occurred in the Middle East, there could be people that are scared of something similar happening again in Africa this time, and could be attracted to this cause as they have the opportunity to do something about it.

Celebrities are used in the extract to promote Kony 2012 and making him famous is the first step that is explained as the best possible action to take. The producer has stated that they have targeted 20 of the most diverse and popular people within the world to make Kony famous and can make the world aware of the acts that Kony has committed and is likely to continue to do.