An analysis of the Kony 2012 phenomenon to illustrate how a digital campaign can validate and reproduce subjectivities and structures of domination rather than stimulate sustainable reform‐based change.

Summary
In 2012, the Kony 2012 Campaign became the most watched human rights video to date, garnering over 100 million views in just six days. The Campaign relied on easily digestible narratives that encouraged an imperialistic military‐legal response to the Lord’s Resistance Army’s use of child soldiers in Uganda. Drawing on Mutua’s (2001) framework of savages, victims and saviours, this article analyses the Kony 2012 phenomenon to illustrate how a
digital campaign can validate and reproduce subjectivities and structures of domination rather than stimulate sustainable reform‐based change. The article critically reflects on the use of digital technology by the Kony 2012 campaign and considers the potential for ‘slacktivism’ and ‘clicktivism’.