Kony2012: once information goes viral, there's no stopping it

                                                                            (Source: africanarguments.org, 2012)

There are many advantages and disadvantages in sharing information especially on the World Wide Web. The viral power of the web is not to be underestimated especially when it comes to spreading sensitive issues. For example, the video “KONY 2012”, a film campaign created by the non-profit group Invisible Children with the aim of raising international attention on the Ugandan warlord Joseph Kony, leader of the rebel called the Lord’s Resistance Army (LRA). They are gathering wide public support for his arrest following his indictment by the International Criminal Court in 2005. The video went viral as it moves the emotion of millions as according to Berger & Milkman, 2012, emotion shapes virality and positive content that strongly moves people’s emotions tend to be the most viral in the online community.

In addition to the video, the content also spread through social interaction as the influence is more effective than through a magazine, newspaper or television advertisement (Katz & Lazarsfeld, 1955). Although the purpose of the video was for good intentions, sharing information can be dangerous when it is misuse or it can sometimes be difficult to identify as whether it is accurate, credible or misrepresented.

Moreover, searching for information online is difficult when it comes to identifying the real facts from the inaccurate materials, comments and personal opinions. Misinformation is nothing new but the problem is that it spreads faster and farther than the corrections, especially on social media and the Internet has increased that problem, making it even more challenging for news media to maintain their role as online watchdogs. People need to be responsible over their content as O’Neil, 1992 says, a free market with free press that supplies a diversity of opinion and access to information need citizens to act in a responsible manner.

A certain degree of responsibility by citizens is needed when uploading information online that is to be taken seriously by the public needs to be supported and thoroughly investigated.

(326 words)

Video link: http://www.youtube.com/watch?v=Y4MnpzG5Sqc.

Reference:

·         Berger, J & Milkman, K 2012, ‘What Makes Online Content Viral’, Journal of Marketing Research, vol. 49, no. 2, pp. 192-205.

·         Cherubini, F 2012, Kony2012: once information goes viral, there’s no stopping it, World Association of Newspapers and Newspublishers, viewed 9^th June 2012, http://www.editorsweblog.org/2012/03/09/kony2012-once-information-goes-viral-theres-no-stopping-it.

·         Kalpaklioglu, N & Toros, N 2011, ‘Viral Marketing Techniques Within Online Social Network’, Journal of Yasar University, vol.6, no. 24, pp. 4112-4129.

·         Keeble, R 2001, Ethics for Journalists, Routledge, London.