Do you remember this phrase? It was a trend in early 2012, when Invisible Children Inc. released their first video on Youtube. The video went viral, attaining more than 90 million views and became a hot topic on every social media. Everyone showed their support and everyone decided to go on the Stop Kony campaign, but did it ever happen?
While it is true that the American senate and African Union decided to send some troops to stop him, but what was the result? Nothing. No one ever bothers to mention it any more. In fact, no one even remembers it. This leaves us to wonder about the effectiveness of social activism.
The only thing Invisible Children Inc. was able to do was to spread awareness, as not even the campaign that was scheduled on April 20, 2012 was done. Why? Because there was no real motivation, but people acted on their emotions. Another reason is the fall down of the leader, Jason Russel, which brings us back to Gladwell’s preposition; without a leader, nothing can be effectively done.
So, you can praise as much as you want about cyber social activism, but in reality, its only worth is to raise emotions, and emotions alone are useless.