Matthew Reddin

About Matthew Reddin

Matt Reddin has been writing nonsense about film, TV, books, music and live theatre for a touch over 20 years. He’s gone from the halcyon days of street press in Perth, to regional dailies, national magazines and major metropolitan newspapers. Now, in between bouts of sporadically yelling at clouds, he vents his creative spleen at

Looking back at Kony2012, the genesis of modern “slacktivism”

Today, attempting to force change through hashtags is commonplace. However, internet activism or ‘slacktivism’ was forever changed by the Kony campaign of 2012.



A friend on Facebook recently posted a video of a kid, crying in his parents’ car, complaining about how the kids at school bully him. Call him names. Make him sad. It’s a touching piece. But it had been investigated in the past – the video’s not new – and it turns out that in good ol’ Tennessee, the kid’s parents were card-carrying bigots, there are pictures of the family waving Confederate flags, and that the reason that his school chums were picking on him was his flat-out refusal to stop using “the N-word”.

So, not that I’m a big fan of bullying, but if true, the kid kinda had it coming. Share the video a bunch of times without context and he looks to be the victim. Insert context here…and we’re on a different playing field.

There’s a fairly strong inclination towards armchair activism going on out there, with people either changing their Facebook profile pics or Twitter avatars, and boom, all of a sudden, you’ve contributed to the discourse, the cause, the solution to the problem. And do I have to be the one to tell you that putting a rainbow flag over your Facebook profile pic is not, in fact, going to make it easier for gay people to get married? Or, saying “Je suis Charlie” is going to somehow take the sting out of the staff of Charlie Hebdo being slaughtered? Is that all it takes to end violent extremism? Luv, you’re not really helping.

(Although, having said that, people telling Lyle Shelton to eat shit en masse was piss funny.)

But then again, you could be helping at the end of the day. Movements like #BlackLivesMatter and #MeToo have turned silence into activism, action and change in a way that others haven’t.

It’s a sum of two parts, this activism bit. Let’s put aside the Arab Spring, which actually used social media to help people and bring about real change, and concentrate for a moment on the Kony2012 movement of, well, 2012.

The project was around a short documentary film made by the group Invisible Children, designed to market their “Stop Kony” movement – a movement designed to make Ugandan cult and militia leader Joseph Kony known all over the world in order to have him arrested by the end of 2012. This is a bad cat, right here. He was an indicted war criminal and a fugitive from the International Criminal Court.

You’d seemingly think that the cause in and of itself was something worth getting behind. Boy wizard Justin Bieber clicked “retweet” and the thing took off, and if that paragon of socio-political insight wants to get on board, you’d best be willing to go along with his 17 billion followers (numbers correct at time of publication).

But with great fame comes great scrutiny. The cynics among us (yes, I’m one of them, not sure if you could tell) saw clips of the video and figured it a trifle self-serving on the part of the maker, Jason Russell. But that’s where I left it; other new media outlets seemed to get a bit more…aggressive. Talking about how it was more than just self-promoting and self-aggrandising, taking the situation in Africa and overly simplifying it to a degree that would make Waleed Aly’s and Jan Fran’s pre-taped exercises in condescension look serious and in-depth.



The scrutiny at the time got to the point where Russell himself snapped, dropped his pants and was captured by TMZ cameras making furious love to himself on the streets of San Diego. The boys from South Park went to town on that one, with a song and everything. Brutal.

The video’s release has subsequently hung the albatross of “slacktivism” around the neck of Invisible Children; taking a complex, serious issue and oversimplifying it to the point where viewership, likes and clicks is thought to be the equivalent of making a difference. We’re not here to say that children in the military is a good thing, but there’s a difference between sharing a slick video and actually helping a cause.

Causes and viral videos manifest themselves on social media all the time. The onus is on you, the clicktivist, to wade through the hype and determine whether or not what you’re passively-actively supporting is a cause worth your time, or clicks, or likes.

And keep in mind the fact that your local soup kitchen could use a volunteer or two.






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