Kony 2012

KONY 2012 from INVISIBLE CHILDREN on Vimeo.

Duration - 23:00-26:00


Representation
How is the brand Kony 2012 represented as?


Kony 2012 is represented in a positive way as it reflects how every has a equal opportunity in making a difference. Reflecting American values such as the "American dream" as everyone has a equal opportunity in doing well, as here everyone has a equal chance in making a difference.

it represents how Kony 2012 is brand that is daring and challenging. as it is going against the class system as how your background and ethnic race has nothing to do with how you can make a change.
It also is reflecting itself as a global issue. The internet is a Globalised platform which first of all attracts the audience. Also then talking about social networking which again is a globalised and strong platform at the moment. And the fact we see how the are trying to give the message of how people from any culture and race can come together to make peace, will appeal to a range of ethnic groups encouraging them to work together.

And Kony 2012 can appeal to both people from the high end of the socio economic demographic and lower. as they talk about how each individual can make a change, and not really focusing on a capitalist ideologies or middle class ruling ideologies. It shows a sense of "unity".



Forms
How does the sequence convince the viewer to support Kony 2012?

The sequence uses various techniques to convince the viewer in supporting Kony 2012

As the first technique could be using the idea of how the audience can use social networking and internet to support Kony 2012. As we see Jason talking about how the viewers can actually contact the celebrities so that they can support Kony 2012 as well making the audience feel they are involved and can actually help out the cause by just using normal social networking sites such as twitter and Facebook. Attracting a more globalised audience as twitter is a network which is used around the world. And as in recent events Twitter has been a big platform for starting revolutions (Arab spring) it makes it more current and is seen as a big platform. Making audiences want to support Kony 2012 as it doesn't need much effort from them.

Also will want to support the cause. As by the people he wants to target as he is targeting mainstream celebrities and politicians they see it as a important issue. As "Carers" who want to make a change to society and care about the issues will want to support it.

Furthermore we see camera movements to be very shaky as it was shot by a hand held camera. Which gives the idea of the footage being "raw" and "real". Furthermore we here Jason doing the voice over and as we feel like "we know him" due to the footage about him at the beginning we feel his voice to be reliable and making us hear what he says.

Lastly the words he uses language such as "We" a lot. Making us feel involved in this cause also convincing us to make a difference by joining this cause. As also the image he uses of the two animals joining to make the colour white, which shows people from different cultures and places can come together to make peace. encouraging us to be together to fight Kony 2012.

Institutions
How is Kony 2012 trying to present itself as a positive and ethical brand?

first of all the colours they use. As they use colours such as Red and Blue for 2012, which where the red connotes the passion and anger they have the blue connotes a more subtle and calm feeling. That can reflect how they are going to fight Kony but not with violence but by peace.

Furthermore when they talk about the action kit. We see a hand of a black and white person doing the peace sign. Reflecting how Kony 2012 are not biased and are showing how people from different ethnicities and culture can come together to make peace. As we see it reflected in the image of the two animals coming together.

Also they are showing how they want to target mainstream celebrities and politicians, showing how they want to target people e.g Oprah and Ellen who are known to fight for people right. Also they show a individual can make a impact reflecting the brand to be run by us the audience, making it more positive as they want to show how audiences can actually make a difference.

Media audiences
What type of audience is Kony 2012 trying to appeal too?

Kony 2012 can appeal to different types of audiences.

As Kony 2012 might appeal to a young audience. As first of all being highly based on E-media. As the video is first of all on the internet and also it being "Viral" it clearly shows it has been shared and the use of convergence. Also they talk about how we can contact the celebrities through twitter and social networking. reflecting interested within young audiences. However as now older audiences are more "Tech Literate" (silver surfers) they might be able to identify with Jason as his worries as a parent.

Furthermore a Globalised audience will be attracted to the the concept. As the video is posted on you tube the internet is a Globalised platform which first of all attracts the audience. Also then talking about social networking which again is a globalised and strong platform at the moment. And the fact we see how the are trying to give the message of how people from any culture and race can come together to make peace, will appeal to a range of ethnic groups encouraging them to work together.

And Kony 2012 can appeal to both people from the high end of the socio economic demographic and lower. as they talk about how each individual can make a change, and not really focusing on a capitalist ideologies or middle class ruling ideologies. It shows a sense of "unity".


As "Carers" who want to make a change to society and care about the issues will want to support it. And also  maybe "Succeeder's"  as how people who are more successful can help more due to the financial and power reason.