This document discusses how Invisible Children engaged civilians who were previously politically unengaged through their Kony 2012 campaign. It examines Invisible Children's use of transmedia storytelling across multiple platforms like social media, websites, and films to unpack complex issues and make them accessible to different audiences. Sources cited discuss transmedia storytelling, how the Kony 2012 video went viral, and how Invisible Children mobilized support for their cause.

1. HOW DID INVISIBLE
CHILDREN ENGAGE
PREVIOUSLY
POLITICALLY
UNENGAGED
CIVILLIANS?

2. PROACTIVE VS RETROACTIVE

3. INVISIBLE CHILDREN AND KONY 2012

5. CONTENT ACROSS THE PLATFORMS

6. HOW DOES INVISIBLE
CHILDREN UNPACK A
MULTIPLICITY OF
MEANING AND MAKE
THEN ACCESSIBLE TO
DIFFERING AUDIENCES?
WHO ARE THESE AUDIENCES?

7. SPREADABILITY AND DRILLABILITY

8. ROADIES/INTERNS/MERCHANDISE

9. ACADEMIC OPINION-
COSTANZA CHOCK

10. WHAT DOES THIS MEAN FOR US?

11. Chisholm, Scott (2012) How and Why did the Kony Video go Viral Overnight? Tech News World.
<http://www.technewsworld.com/story/74835.html > [Accessed 20/03/2013]
Phillips, Andrea (2012) A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences Across Multiple
Platforms. 1 Edition. McGraw-Hill.
Srivastava,Lini (2009) Basic Framework. Transmedia Activism. < http://linasrivastava.blogspot.com.au/> [Accessed 12/03/2013]
Swartz, Lana (2012) Invisible Children: Transmedia, Storytelling, Mobilization, University of Southern California
Mittell, Jason (2009). Sites of participation: Wiki fandom and the case of the Lostpedia. Transformative Works and Cultures. 3, no
1.
Jenkins, Henry (2009) Revenge of the Origami Unicorn: The Remaining Five Principles of Transmedia Storytelling. Confessions of
an Aca-Fan. <http://henryjenkins.org/2009/12/revenge_of_the_origami_unicorn.html> [Accessed 29/03/2013]
Brough, Melissa. (2011) Fair Vanity’: The Visual Culture of Humanitarianism in the Age of Commodity Activism. In Commodity
Activism: Cultural Resistance in Neoliberal Times. Roopali Mukherjee and Sarah Banet-Weiser, eds. New York: New York
University Press.
Costanza-Chock, Sasha. 2010. Se Ve, Se Siente: Transmedia Mobilization in the Los Angeles Immigrant Rights Movement. (PhD
diss., University of Southern California).
BIBLIOGRAPHY