TIME PERIOD 0:00 -1:35
Question 1
how does the text persuade the viewer to watch on ?
The film starts with the words "nothing is more powerful than an idea whose time has come" this statement is extremely vague but also persuades you to watch on. This supports the theory of enigma code by Barthes. Enigma codes, basically means when some thing is wrapped up in an enigma. this is an effective way to entice the viewer to watch on because it makes them raise questions about the statement.
The piece then goes on to show us pictures of the planet this could connote the joining of humanity through one common goal. A better planet. an opposition theory could be is that it is reminding us that we are all little more than apes clinging on to a rock (reminding us how insignificant we are alone) but reminding us how amazing as a whole we could be. This is followed by showing us many different clips of (happy) people which shows us that this planet can be wonderful and special if we want it to be.
the musicality and sound of the piece starts of in a minor tone and has muffled radio sounds (non- dietetic.) the minor tones will make the people watching it feel sad or emotional when listening to it while the radio noises could connote the fact that they want us to listen up!
Question 2
what techniques does this use that are typical of its genre?
the genre of this film is a charity advertisement (disguised as a documentary) and this is supported by some typical conventions of documentary used i.e the voice over. it also gives us a sense that this could be a meaning full video trying to promote a charity or... it could be a video of propaganda. The beginning stylization of it is set to be reflective like many charity advertisements start i.e RSPCA might have a vague statement about animal cruelty which makes the viewer think about the subject.
you could argue that it plays on the fact that currently people in the world are having money issues (because of the poor state of the economy) and because of that the use of these devices might remind them that they are not the most deprived in the world. alas, by disguising this film as a documentary it makes people believe everything what is said (propaganda or not)
Question 3
in what ways are the audience persuaded that this is a worthy cause for there money ?
although at this stage the clip is not asking for money it becomes notably obvious that this is not just a film to watch and forget about and instead is something that wants to get people talking (free publicity)
firstly the audience of this text is aimed at young fresh mines and liberal or one nation conservatism minded adults. This makes using the socioeconomic scale hard because it it arguably as an advert is promoting A,B,C1 to invest by using the pressure from students and young adult (who are in group E) who actively search for this type of media this then brings in the uses and gratification theory.
Question 4
How is the brand of the text represented ?
kony 2012 is represented positively because firstly, it is shown as a documentary(educating the public). secondly, it is showing a mirror to society which makes it seem like it is more intellectual and has to share what it sees. thirdly it promotes "the American dream" (which is somebody with nothing can grow to live the bachelor lifestyle)which is a goal which the world as individuals love aka embracing Americanization.
one example of kony 2012 trying to be globalized using the "American dream" platform is the fact that it was release on you tube and vimeo. two media outlets which are world wide.
