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Facebook, marked by its insular communities, segregation and siloed realities, was the central engine for Kony 2012. This, and the nascent status of “black Twitter,” created conditions under which the “white savior” mentality thrived. While white Americans who participated in Kony 2012 were purchasing a tool kit or contributing to “justice” with their clicks and dollars, they didn’t have to inconvenience or challenge their privilege or identity.

Movements to address injustice when the victims are African American don’t have the same formula. So it’s no wonder that since 2012, there has not been a #Trayvon2013, a movement for #Renisha2013 or a #Ferguson2014. It’s no wonder there have been no viral videos on #Every28HoursABlackManIsKilled, or mainstream efforts to galvanize national attention for Eric Garner or Marissa Alexander or countless others.