Kony 2012

Codes and Conventions

The video uses a range of techniques to engage the viewers to the issues being represented in the extract. The use of sound and the voiceover anchor the images on the screen so the audience could be informed and educated of the facts, this is the uses and gratification theory which was suggested by Blumer & Katz as the audience are being informed. Also the sound being used fits with the emotions of the film like for example at 7:33 Jacob gets emotional after talking about his brother so in the background slow, sad music can be heard and this makes the audience sympathise with Jacob. But then at 8:50 the music suddenly picks up pace and is more happy, making the audience change their mood.

During the film, clips of people using social networking sites like Facebook and Twitter joint with the shot of the world connotes unity and shows how global and how easy it is to communicate with people around the world, globalisation. The campaign is not only represented on one platform, e media, but its represented on all three platforms. An example of it being represented in broadcast media is at 19:00 when the news of US army deploying a military force is broadcasted on television. Also an example of print media would be the magazine articles on Kony 2012. This links with the hypodermic syringe theory as the media are injecting information into the audience to involve as many people into joining to help the children in Uganda.

Representation

The volunteers helping out for the cause is represented as being independent but also united with others. There are people that are from different ethnic backgrounds and from different ages. This helps the viewers to identify themselves with them as shows us that anyone can help fight the cause, so it creates the sense of belonging which the campaign has succeeded.

Another way that the people in this video are being represented is when the producer is telling the story of the happenings in Uganda; the listeners whelm up and cry. This portrays the people around the world as caring and sensitive about children and other people who are suffering around the world.

Media Institution

YouTube is a popular global website where people can upload, view, comment, like/dislike videos. 4 billion videos are viewed a day and an hour of video is uploaded every second. So the use of media institution using YouTube to make a video go viral was sure to be a success. By uploading the video on such a globalised website targeted a wide range or audience with different ethnicities, ages and different socio economic class. The brand of ‘Kony 2012’ is being internationally introduced and people worldwide are actually getting involved, like for example from 17:29 of the video, to 17:38 people from all over the world was getting involved, people from London, Sydney, Mexico, Canada, New York etc. the campaign also is getting celebrities like Rihanna and George Clooney to make Kony famous, also politicians are targeted.

Audience

This video would appeal to the psychographic group of carers. The carers are the ones who would sympathise most as they would want to save the world and make it a better place.

It would appeal maybe to parents as they would be able to identify with having kids and this puts them in a position where they would ask themselves “what if that was my child” by thinking this they would feel like they have to do something, then the institution would succeed in getting the parents support as they’d would take action.

The younger generation would be more educated on the e media platform as they spend more time on the web, whether it’s face-booking, tweeting, commenting, uploading, sharing or socialising. So the institution is able to target the ‘internet generation’ by making Facebook groups and uploading videos because they know that this video would have a massive impact on society if it goes viral (which it did).