The "Kony 2012" campaign is being re-evaluated as a seminal experiment in viral propaganda that utilized celebrity endorsements from figures like George Clooney and Rihanna. While the video garnered hundreds of millions of views, it resulted in no fundamental policy changes or the capture of Joseph Kony. Instead, it served as a proof-of-concept for how social media could be used to mobilize mass attention toward specific geopolitical narratives.














