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when an action is counterproductive for the perpetrator.

involving “the struggle over the meaning and consequences of an action.”

commits an action,

which is

communicated to

the action backfires on the

There are a number of actions or tactics that can be employed by both parties in order to inhibit or amplify outrage over injustice.

Actions taken by the perpetrator to inhibit outrage:

“operating in secrecy, hiding evidence, destroying evidence, censorship, using proxies… and refusing to collect evidence.”

reducing the “moral worth” of individual or group suffering.

Reinterpretation:

“event or situation is claimed not to be what it seems.” “Some of the facts may be accepted, but they are said to mean something entirely different, or the facts may be denied.”

“dealt with through formal procedures… giving an appearance of providing justice…By the time there is a court verdict or a report from a commission, agitation about the original injustice often has died down.”

“those who might act on the basis of outrage are subjected to threats or attacks, or are offered incentives not to act.”

Actions taken by the opponent to amplify outrage:

Exposure

ensure that information is communicated to those who can make sense of it.

Validation

Portray those devalued so as to regain respect in their everyday activities, through putting them in socially valued roles. This is called “social role valorization.”

Interpretation

Emphasises the injustice, counters excuses, and attributes blame to those responsible.

Mobilisation

Makes use of public support

Resistance

Resisting and exposing intimidation or bribery.

To re-examine the definition of backfire....

Exposure

Publicised the links between Invisible Children and another military organisation with human rights abuses – the Ugandan Army, or UPDF, and asked questions about their financial practices.

Interpretation

Emphasised ways in which the video promoted stereotypes, its lack of critical inquiry, manipulation of the facts, and inappropriateness of the measures suggested by the video (i.e military intervention.)

Mobilisation

Use of social media, blogs, etc to spread the word about the flaws in the video campaign.

Devaluation

continued to emphasise the evil nature of Kony and the LRA’s crimes, justifying their own actions in trying to stop them in a second YouTube video – “KONY 2012: Part II – Beyond Famous”. The video claims that: “They are still, right now, holding captive hundreds of women and children.”

Reinterpretation

Reinterpreted claims made about financial practices, and justified and contextualised their links with the Ugandan Army (UPDF) despite its human rights abuses. Whilst they accepted they had high costs, they positioned this as part of their overall strategy, and outlined a comprehensive plan, hitting back at claims that they advocated a military only approach:

Summary

Backfire refers to...

the “recoiling of an action against its originator… because… people… perceive it as unjust, disproportionate, disgusting, or otherwise inappropriate.” It also deals with power, and tactics to inhibit and amplify outrage.

Thank you for viewing my information pack

What do you know about the KONY 2012 campaign?

Backfire

KONY 2012: Part II - Beyond Famous

Want to watch the videos?

The conditions for backfire

What is backfire?

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KONY 2012:

1. A perception of injustice

2. Communication of information about the event or situation to receptive audiences.

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Although this is most obviously illustrated in the way Kony and the LRA’s use of child soldiers backfired in the form of the KONY 2012 video campaign, it is also possible to see a second example of backfire within this case study.

The criticism directed towards Invisible Children reveals the tactics used by both sides in attempting to inhibit or amplify outrage over a perceived injustice.

Backfire can be seen as both an

outcome

process

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2

and a

How does it work?

This information pack aims to illustrate:

  • what backfire is
  • how it works
  • how this can be applied to the Kony 2012 campaign

A second backfire?

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Perpetrator

Invisible Children became the perpetrator of an action that many saw as disproportionate. This was communicated to receptive audiences, and the following actions to amplify outrage:

Despite the success of the KONY 2012 video, there was a significant amount of negative criticism directed towards Invisible Children, from academics and members of the public:

Backfire

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and the KONY 2012 campaign

receptive audiences

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MACS390 Project Report - Student number 3460113 - Tutor: Ian Miles

and perceived as unjust.

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Responded to by the perpetrator (Invisible Children) through the following actions to minimise outrage:

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Actions taken by the opponent express outrage, and

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backfire?

Did it

Background to the case study

Inhibiting and amplifying outrage

Applying the backfire model

Joseph Kony, the leader of the LRA (Lord’s Resistance Army) in Uganda was indicted by the ICC (International Criminal Court) in 2005 on 33 counts of war crimes and crimes against humanity. These crimes included:

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Cover up

The most obvious example of backfire is the public outrage over Kony and the LRA’s use of child soldiers. This action was communicated to receptive audiences by the organisation “Invisible Children” through their short film, “KONY 2012”, posted on YouTube. Kony’s actions were perceived by this receptive audience as unjust, and caused widespread public outrage.

The interesting thing to note with regards to the perpetrators, Kony and the LRA, is that they are significantly absent when analysing the strategies usually used by perpetrators of injustice.

However, the opponent (Invisible Children) successfully used the following tactics to express outrage:

  • Sexual enslavement
  • Rape
  • Enlisting of children
  • Murder
  • Attacks against the civilian population
  • Pillaging
  • Inhumane acts
  • Cruel treatment

Devaluation of target

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Official channels

3. Interpreted

1. Exposed

2. Validated

4. Mobilised

an “army for peace” through calling on people to act.

the target through the case study of Jacob, a young Ugandan boy.

the injustice through doumentary format.

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Intimidation and bribery

the information so as to elicit a response – sensationalising the facts and being selective about what they reported.

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“We have reached a crucial time in history. Where what we do, or don’t do, will affect every generation to come.”

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KONY 2012

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On March 5th 2012, an organisation called Invisible Children published a short film on YouTube, entitled "KONY 2012"...

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