Big glasses, Ugs with tights and a “boyfriend shirt” and shaving one side of your head…all fashion fads, some lasting a little longer than others. However, fashion is not the only fad that has caught my attention. I have recently come across a video which discusses a strategy to capture Joseph Kony, the video is titled Kony 2012. I then read a thread of comments and it was dominated by two people both offering a point of view on the situation, succinctly put: 1) this is terrible and I am doing something about this…share this video more. 2) There’s more to the situation than just what this guy is doing.
The video ask those who watch it to make the video go viral so more people can watch and participate in other activities to get the word out there about this atrocity occurring. This is done so that the government, more specifically the US government, knows that the people want something to be done about this and they should send more troops to capture/aid in capturing Kony. A creative strategy.
Back to the point and here is the rub, the responses to a video and its movement like this comes across as a fad (not saying fads are terrible, however, short lived). A fad fades and is replaced then everyone moves on. Think of Occupy (insert city here)-GONE. BP oil spill-GONE. The bailout-GONE. People jump on and off of the fad band wagons so fast it’s hard, at least for me, to take their words and actions seriously. Is there actually a lasting ember of passion or is it an instantaneous light snuffed out by the new “it movement”/viral Youtube/ face book video? It seems inauthentic when I read some people posting and I put this patronizingly “look I care, I am sharing the video” then post moments later about a music video or that they just finished eating wasabi ice-cream. I am not claiming people cannot post their thoughts and what have you, it just seems there is no true nurturing of this new found zeal.
Finally, the question; does it come across that these fad movement band wagoners, not the originating creators, but those who leap off at the first sign of inconvenience/boredom are in a way doing it to experience effervescence and say ‘I did my part in this momentary popular movement’? If so, is there some cheapening of the movements’ true cause or is any publicity good publicity?