Kony 2012: what techniques does the text use to engage the audience?

Kony 2012 uses a wide range of media terminology to engage their audience. A technique which is used throughout the text is a voice-over of man, this portrays dominant ideology of man who lives in a patriarchal society but the voice-over also deals with the idea of Americanisation as the man is american so portrays the idea of hegemonic values and this is brought forward as America is a dominant global supervisor which everyone is influenced by so this engages the audience to believe in the voice over as he is American.

On the other-hand, the voice over also anchors the image leading the audience to follow the voice-over view of the images, it also gives the audience; a sense of reliability and trust as the relationship with the narrator and audience is built throughout the text which helps them to identify with him as he is shown as a family man and father figure.

Another technique which has been used is non diegetic sound which is parallel to the images as the images used match to the music for example sad and slow music for the beginning, this leads to enigma codes created by the  Barthes, question being create in the audience head of why this text has been shown. But linking to the idea of enigma codes, it could connect to the narrative theory which was introduced by Todorov as he believed that every piece of text has a equilibrium and in this text it has a equilibrium which then hits and disequilibrium, which then leads to a resolution where they try to achieve peace and harmony

In the beginning, a picture of a world has been shown to show  the audience that belong in a world among other people this links to the video on YouTube of a women hearing herself for the first time, this shows globalised we are this connects with the idea of Mc Luhan as he believed that we live in a global village and it is also shown that the 'share' button on YouTube that the audience is pressurised or injected to share the text via social networking which shows the hypodermic needle being used to push or syringe information into a person head.

Leading back to social networking , the Facebook timeline is shown to the audience to give a feeling of the Zeitgeist; the spirit of the age. Social Networking has been very powerful and very viral throughout the years, as it has been used to create riots or even start a new revolution called the 'Arab Springs' where many different countries try to regain their say in their government and not to live in such a strict environment where the government has a say only.