Kony, continued.

Max Fisher, from The Atlantic once more, tries to make sense of the phenomenon:

Kony 2012 is so seductive for precisely the same reasons that make it so dangerous. The half-hour video, now viewed 40 million times, sets viewers up for a message so gratifying and fulfilling that it is almost impossible to resist: there is a terrible problem in the world, you are the solution, and all you have to do is pass along this video.

That’s part of the explanation of how contagious it’s turned out to be, sure. But to get that narrative you have to have watched the whole thing. So how about those sharing without sitting through the full 30 minutes, and even for those that have sat down for that long, what made them do so in the first place?

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