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Too simple, too dumb - Joseph Kony -

Joseph Kony

Monday, Mar 12, 2012 2:20 PM Eastern Daylight Time

Too simple, too dumb

KONY2012's viral campaign shows the effectiveness of new media -- and the problem with over-simplifying a message

Joseph Kony
Joseph Kony
In Syria, fighting continues with a drastic toll on human life. In Libya, thousands remain imprisoned as allegations of torture conducted against former pro-Gadhafi fighters proliferate. Israel and the United States continue to debate the possibility of attacking Iran, which has pressed on with its nuclear program.
Yet, as a result of Invisible Children’s film and campaign “KONY2012,” the attention of much of the world has homed in on Joseph Kony, the leader of the Lord’s Resistance Army, who is wanted by the International Criminal Court for his role in the abduction and murder of thousands of civilians in East Africa.
The San Diego-based organization seeks to spread the word about LRA atrocities, focusing particularly on the fate of children. They have built an impressive network in the U.S. and Canada. For the past several years, Invisible Children’s strategy involved having groups “of five ‘roadies’ fan out to college campuses and churches throughout the United States and Canada.” In doing so, over the years Invisible Children has built a penetrating presence on Facebook, Twitter and other social media. With “KONY2012″ they tapped into it – and then some.

Mark Kersten is the creator and co-author of Justice in Conflict and a researcher at the London School of Economics. He conducted three months of research in Uganda on the effects of the International Criminal Court on northern Ugandan peace process. You can follow him on Twitter at @MarkKerstenMore Mark Kersten
Too simple, too dumb - Joseph Kony -

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