Rhetoric in Kony 2012

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Rhetorical Analysis of KONY 2012 “The next 27 minutes are an experiment; but in order for it to work, you have to pay attention” (Jason Russell). Jason Russell (born in 1978) is a film and theater director, choreographer, and activist who co-founded Invisible Children, Inc. In 2003 during a trip to Uganda, he witnessed the scarce living conditions of children in the city of Gulu, hiding from the militia in their villages. Jason Russell does a wonderful job engaging his audience in not only his words, but also in his “KONY 2012” YouTube video. Through the copious amounts of visual and situational rhetoric, pathos, ethos, and logos became a key factor in tugging at the hearts of millions. Throughout his trip, Jason realized that the militia group the children were running from was no ordinary militia group. It consisted of their leader Joseph Kony, and nearly 30,000 children carrying immense weapons only used for evil. Jason had the opportunity to hear the tragic stories of children and families who were affected by the actions of Kony. His experience in Africa did not just inspire him and the people with him; it inspired millions. Upon returning home, Russell was eager to inform the American people about the state Uganda was in. These thoughts led him into producing a short documentary that ended up going viral in March of 2012. Within the first two weeks of the video being posted, it gained more than 83 million views. This video is called “KONY 2012.” “KONY 2012” is filled with numerous video clips, images, and text that all do the same thing: persuade the viewer. This documentary is an attempt to convince the audience to join with Jason Russell and his team of supporters in taking down Joseph Kony. Every single part of this film has been well thought out to pull the viewers attention to the screen. Whether it is the use of music, heart touching images,
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