Kony 2012: How Social Media Promotes Digital Activism

Abstract

This study will detail the Kony 2012 campaign, examining the successes and weaknesses of social media-based activism. Through a content analysis of 500 tweets, 170 Facebook comments, 180 blog posts, and 100 YouTube video responses, the researchers explored the dialogue surrounding Kony 2012. Findings revealed that the social media sample was mostly positive in regards to the video, with social media users being inspired by the video and moved them to action. Digital activism was evident when users were moved to sign the pledge, buy bracelets, introduce rebel leader Kony to schools, share the video, and raise money for the cause. This study will determine whether or not a social media campaign like Kony 2012 is sustainable once the initial hype surrounding the campaign has alleviated. The results of this case can provide additional context for Kony 2012, along with offering recommendations and best practices to other activist organizations considering using digital technologies for attention and support.