I decided to look upon the rhetoric of one of the most viral and famous advocacy campaigns in recent history. The ‘Invisible Children’ group, the ones behind the Kony 2012 video, were up until 2015 an organization that was still trying to advocate for the rights of children in central Africa and to eliminate the influence of war lord Joseph Kony. While much can be said about the rhetoric of that campaign, I aim to focus on their most recent efforts and most recently updated website.
The first thing that stands out when you look through the site is the clear focus on pathos. Whether it is the artsy shots of a child soldier, the background images that depict AK-47s or the calm and almost peaceful shots of the jungle, all of the media involved in the website is clearly aiming for the audiences emotions. While it seems to be overkill, it makes sense that they would do so; as in making the audience realize that the situation is dire, they are more likely to donate and feel the need to participate and get involved. The problem is that it does not stop with the media; all of the headings also include an attempt on appealing to emotion. “Our liberty is Bound together” and “We will stop at nothing” are great examples of phrases that are catchy and seem deep. However, upon reading the supporting text, we can see that in fact there is not much explanation of why exactly the liberties are bound together proof of the organization’s determination. Clearly, the biggest hook in the campaign is to use emotionally jarring media to hook potential donors.
Another important thing to notice, which was previously alluded too is the fact that the campaign is essentially nothing more than a bunch of smoke and mirrors. While the website makes it easy to see images, videos and obviously donate, you have to scour through the depths of the webpage to find text that refers to the history of the war and the ‘call to action’. Granted, the purpose of the text is to persuade and if they feel that their best shot of that is to come at your emotions from every angle possible, then so be it. However, I believe it would be more effective to add more easily available and better quality statistics, historical facts and information that does not seem so heavily biased.
With that being said, something that seems to work quite effectively is the way they have framed the problem. What I mean by this they very clearly and effectively make the problem seem like it belongs to the reader. Headings such as “Everyone deserves to be free from violence, but not everyone is.” and quotes like “We have been forgotten. It’s as if we don’t exist.” Calling it a guilt trip would not give it justice, because it is more than that. It is as if you had forgotten about the problem and now because of that it is more imperative that you acknowledge it. Additionally, they were able to spread awareness for their campaign effectively due to good kairos, for using social media as a platform which mainly incorporates visuals and audio, just like the majority of the campaign.