Zeynep Tufekci, techno-sociologist and Associate Professor at the School of Information and Library Science at the University of North Carolina talks about "Going Deep in a Viral World." She gives the example of KONY 2012, the viral YouTube video calling for the capture of Ugandan war criminal Joseph Kony. She asserts how the story was too simple to be true and how numerous response videos juxtaposed Kony's message. Tufekci makes a call to action in watching these videos, like TED Talks, to not "lean back," but lean forward in active participation and understanding.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx