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The KONY2012 Dilemma


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If you still haven’t watched the KONY2012 video, you must have been living under a rock. Since its publication on 5th March, 2012 the video has become “the most viral video in history”. At the time of writing this article just 10 days later, it has received nearly 80 million views, and by the time you read this it may well be a few million more. To put into perspective, that’s the size of the population of Egypt; or four times the population of Australia!

KONY2012 has been produced by an American organisation called Invisible Children to make Joseph Kony ‘famous’. The assumption is that by knowing about the atrocities committed by Kony and his Lords’ Resistance Army (LRA) in Uganda (and more widely in Central Africa), people would work to ‘stop Kony’: to capture and bring him to justice.

When I finally managed to watch the video this week, I was really moved by it. The film has slick cinematography and a powerful storytelling style. It pulls on your heartstrings from the outset by making you see the world from the perspective of a parent. The child soldier being abducted in Uganda and being forced to kill his own parents, could be your child.

However, having worked on issues regarding the Democratic Republic of Congo (DRC), I had concerns about the film: the oversimplification of a complex situation and especially the final action proposed by the campaign. Asking for a 100 American military advisors to stay on in Uganda to advise Central African states to capture Kony, does not seem enough. It seems like a bit of a shame that a video which had reached so many people would propose an action with potentially such little impact. But I was willing to overlook it thinking that the simplicity of the narrative and the ask was probably also its strength as it made people feel that they could do something, rather than a complex set of proposals that would overwhelm them. I reasoned, at least something is better than nothing.

What I wasn’t expecting was the kind of backlash that has hit the video, both in the mainstream, as well as social media. From people in northern Uganda to school children in the UK, everyone has something to say about it. And a lot of it has been negative. People have criticised it on the grounds of being misleading about the situation on the ground, perpetuating negative stereotypes about Africans and denying them their agency to concerns about Invisible Children as an organisation and the transparency of their financials. This storm of controversy led Invisible Children to publish an official response clarifying some of the allegations.

While a lot of these are very legitimate concerns, this ‘KONY2012 bashing’ to me still seems a little harsh. As someone who works in international development, I can relate to the criticisms on a personal level. As campaigners, we are faced everyday with the challenge of translating complex and difficult issues into ‘user-friendly’ and accessible campaign actions and ‘advocacy products’- anything that would get people and policy makers to take action. Tons of such (and worse) campaign videos are produced by NGOs every day. But they don’t have to face such harsh criticisms because, to be honest, their work never reaches the same impact and isn’t as ‘successful’ as KONY2012.

As campaigners our goal is to do good in the world, but at the very least we aspire not to do any harm. Thus for me, the crucial dilemma raised by the video is this: Does it do any good at all or does it do more harm than good? In other words, is it worse to have 80 million misinformed people than, say, a million well-informed ones?

The dilemma, I would argue can be answered in two ways:

First, let’s suppose, as a result of getting involved in this campaign even if two million people (a very tiny percentage of those who have viewed the video) then go on to get more informed and take more nuanced actions to bring about change, we've ended up in a better place than we were previously.

On the other hand, the above approach just looks at the ‘tangibles’ of the issue, as a matter of efficiency and getting things done. As a friend of mine pointed out, the bigger danger here is of perpetuating a disempowering narrative and what harm that can do in the long term. As some activists from Uganda and other countries have noted, by suggesting that Africans need the help of the West (read: Americans) and not highlighting their agency (Jacob appears more as a symbolic victim than as a symbolic agent in the video, although there are parts that allude to the latter), the video unintentionally perpetuates a disempowering and even damaging narrative about “those Africans” who must be saved by “us”.

Those of us from Pakistan know how damaging a negative narrative and discourse can be. Labels such as “the most dangerous country in the world” and being a “frontline state” for the war on terror have been just as, if not more, harmful to Pakistan’s image and thus its economy and tourism, as the actual incidents of terrorist attacks.

While I would leave it to the individual reader to decide their answer to the dilemma posed above, I would say perhaps the best thing that has happened as a result of this video is that it has got people talking and engaging in debate. Some will go on to acquire ‘better’ information. Some will take action. Some campaigners who have been working on the issue for years can now use this as a springboard to launch their own more ‘nuanced’ campaigns. Some will draw attention to existing projects on the ground that support local initiatives, and strengthen not just local agency but synergies across the world to make a difference. And that, I would argue, is a good thing.


The writer is a freelance international development consultant. A graduate of McGill and Oxford University, she has worked for organisations such as Oxfam and the UN.

The views expressed by this blogger and in the following reader comments do not necessarily reflect the views and policies of the Dawn Media Group.

The views expressed by this writer and commenters below do not necessarily reflect the views and policies of the Dawn Media Group.

Comments (9) Closed

UK Mar 19, 2012 09:30pm
Dear Tamreez, You have done a wonderful job in astutely analyzing the video. Being an international development worker and having been to the DRC for a few months, I can understand your perspective and more importantly, it is quite rare to have a journalist with international development lens. So kuddos on that! I believe the video can play a couple roles: for mainstream, social media, it is yet another interesting video with more hits and it pops up on the top of everyone' Youtube account (or search engine), so people don't mind adding another hit. Secondly, the policy makers and lobbyist (as we all know them) will use it in their advantage to strengthen the case of the foreign presence/involvement and advance their agendas in the area. Lastly, the international development community: A situation like this requires a softer solution by getting into the root causes and supporting the victims to find a solution to the issue themselves. Just putting it up on the net is against "do no harm" principles of the international development. Seems like it is celebrated as an achievement which it is not. I am not a conservative, but I do believe that had LRA had roots in Islam or had it been a Muslim organization (even by name) the story would have been totally different and people would see it from a totally different angle and interest..
Henny van den born Mar 20, 2012 03:56am
The analysis of of the author is very much to the point. I have been surprised and in fact a bit embarassed by the harsh reactions to the act of a small group, who never intended to have this enormous response. The message is that justice must be done, my 14-year old daughter picked that up easily, without any feelings of 'those africans' or whatever. She could not understand why anybody could be against that. Neither could I, and I have years of experience in development work. In nuancing the message often gets lost. I am happy it is heard loud en clear now, and even happier that the Ugandan government has taken up the challenge.
Yawar Mar 20, 2012 07:00am
I noticed in the Kony video, that the term "terrorist" was not used. The absense of this term makes me wonder who is really behind it???
j. von hettlingen Mar 20, 2012 04:39pm
Those 80 million hits on this video generated on Youtube had no doubt made history. It went viral not because the viewers were impressed by the atrocities Kony committed but more by the power of social media.
Shahed Mar 20, 2012 06:21pm
How touching, how well made, how smoothly executed -- but please do not lose sight of the main central message of the heart warming footage: US army should invade yet another non-US land (initially in the shape of ‘advisors’) to spread goodness like they have done in Afghanistan, Iraq, Viet Nam, etc. Why? For all the good reasons - to bring peace and justice and what not. Here we have doves and angels preaching love and demanding army action. I would like to suggest the same naming, shaming and maiming of others who are no better than Koni. The US army won’t have to go far to get those murderers. I am talking about people like the two Bushes, Dick Cheney, Henry Kissinger, etc. Any takers?
Umer Hasan Mar 20, 2012 09:30pm
and so how do we know that this is an honest video and it is not another attempt to colonize Africa... idk just my thoughts.
BN Mar 21, 2012 11:18am
I agree to the point that it has at least made people more aware about the issue then before it came out, but playing the devils (the criticizers) advocate it also has to be kept in mind who the so called western consultants will be coming in to support. Have we looked at the person in power, and the atrocities conducted by the existing regime? also isn't the western role just not an excuse for the americans to enter yet another country and get access to its natural resources in return for providing military guidance to the existing group of people in power (who themselves are blamed by some to have done more genocide then the anti regime individual this campaign is about). Keeping these in mind, it does seem like the west (read america) is just trying to create positive support for its participation in the action. After all the video does start by saying "this is an experiment",? i hope this is food for thought... maybe we all need to look more into the issue before taking sides.
Tahir Mar 21, 2012 11:44am
Kony's Video have done a termendous job but i have a question why these activist are closing their eyes on killings of Childrens in Afghan & Tribal Areas of Pakistan done by US Soilders, UAV's etc?
AS Mar 27, 2012 01:11am
at last somebody talked about it. well we all know that emerging economies are making move to Africa, for instance China and India have already started buying land there in order to do agriculture as there are food crisis and water crisis predicted for future. I guess for more than a century US and its allies have been indulged in colonization with few areas left out from there reach, so they are 'exploring' those venues now. God help us.