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Rolon 1 Santiago Rolon Dr.

Erin Dietel-Mclaughlin Multimedia Writing and Rhetoric 11 October 2013 It is fundamental to closely analyze the rhetorical features of film as they are necessary in defining the reasoning behind the media presented. There needs to be a situation that eagerly asks for change in order for there to be a persuasive response (Bolter and Grusin 10). Such response may be achieved through the proper application of a system of symbols, such as film, language or photography. Film is called into existence through a situation, as it is adapted to fit a specific audience and achieve a certain goal. Moreover, a film based on non-fictional facts must be plausible, where the viewer has believed in the reality of the image (Bitzer 31). More importantly, however, the film must be able to transmit a message implicit in the actual events, which encompasses a larger theme and gives the work meaning and purpose. In the same manner, David Fincher, as the director of The Social Network, seeks to achieve a sense of realism so that the viewer can live the experience of being in Mark Zuckerbergs shoes. The film illustrates the way in which Marks brilliance and personal conflicts lead him to the creation of Facebook. The protagonist, along with Eduardo Saverin, seeks to create something substantial. Along the way, however, Marks emotional distress and social ineptness take him through legal and personal conflicts, as he faces the Winklevoss twins and Eduardo in court, while being left heartbroken by Erica Albright. As a result, the movie depicts Marks success at the cost of his personal life. More importantly,

Rolon 2 however, the use of rhetoric throughout the film helps convey a message implicit in the plot. The Social Network uses dialogue and dramatic elements as rhetorical strategies to argue that social networks have limited most of social life to screen based communication. The film uses dialogue to indirectly refer to the effects and consequences of screen interaction on society today. Such consequences are further illustrated through the use of cross cutting, focus and lighting. As a result, the negative effects of screen culture implied in the dialogue are also shown throughout the film. David Finchers purposeful use of rhetorical strategies helps create a film rich in aesthetics, while arguing against the negative effects of social networks. Since dialogue encompasses a large portion of the film, it is important to read between the lines and analyze the conversations between characters. Dialogue can be examined as a rhetorical strategy, as it was used to implicitly state the negative effects of Facebook on social life. As Eduardo becomes aware of Marks harsh breakup with Erica, for example, the character attempts to tell Mark that as a friend, he is always there for him. Eduardo begins by telling the protagonist you and Erika split upIm here for you. Mark seems to ignore Eduardos comment and moves on to say No, I need the algorithm you used to rank chess players. Marks obsession with computer programming and immersion in thought cause the protagonist to block his emotional state and cut off Eduardo. The protagonist is more focused on his interaction with screens than on his conversation with Eduardo. Therefore, the protagonists attitude suggests computers and technological devices cause one to forget the reality of the events going on around them. The absorbing character of screen communications, illustrated through the use of dialogue, can cause one to disregard the consequences of its use. As Harvards

Rolon 3 administrative board sanctions Mark with six months of academic probation, for example, the protagonist argues by stating I shouldnt have written that thing about the farm animalsbut I was kiddingdoesnt anybody have a sense of humor? Its as if Mark Zuckerberg was unaware that his actions were able to cause such conflict. The protagonist was consumed by the computer and was incapable of realizing that his actions lead to negative consequences. More importantly, Marks reply to the administrative board cause one to think that the protagonists only concern is his obsession with computer programming, as the rest doesnt seem to matter. Therefore, the protagonists argument suggests that his obsession with computers has caused him to become socially deficient. The use of dialogue also helps illustrate that personal relationships are dependent on computers due to the development of social networks. Erika points out the internet is not written in pencil its written in ink, meaning that Marks interaction with the internet has caused negative social effects on the life of others. The protagonist points out that he is taking the entire experience of college and putting it online. It is important to realize that in doing so most of Harvards social life will now take place on the internet. As a result, interaction between individuals and personal relationships will be through the use of screens and computers. As Brugha argues in her research on social psychiatry, the quality of any personal relationship may be due in partto the social context in which they interact (Brugha 2). Therefore, it is logical to deduce that such statement was used rhetorically to imply that Mark Zuckerbergs development of Facebook has caused social interactions between individuals to be limited almost entirely to screen based relations. Dialogue is used as a rhetorical strategy to implicitly argue that the influential character of screen culture may cause one to become socially deficient, oversee the consequences of its

Rolon 4 use, and rely on communication through the use of social networks. Such consequences are also shown throughout the film by the application of focus, cross cutting and lighting. The films use of visuals as rhetorical strategies enrich the viewers experience but also support a sharp criticism implicit in the plot. As Lancioni puts it, camera work is used to lure viewers beyond consideration of the informational content (Lancioni 108). The use of focus is applied to emphasize important parts of the film that help build up the climax, but is also used to argue against the social effects of Facebook. When Mark Zuckerberg begins to blog about his break up, for example, the camera makes special emphasis on the writers typing and thoughts. As mark begins to type, the camera follows every new word written and shows the speed of the protagonists fingers. The director wants to emphasize Marks absorption by the computer in order to imply that the protagonist is only able to express himself by means of a computer. It is clear that Mark blogs about his feelings because it is the only way in which he can let out his anger. It is as if Mark was trying to catch Erikas attention through the use of the internet because he was incapable of doing so in person. As a result, it is likely that the cameras focus on marks typing suggests that computers, as a source of communication, may lead to inadequate forms of expression. Cross cutting is also utilized rhetorically in order to suggest contrast between screen-based communication and social encounters. Cross cutting, as Gabriel Moura puts it, is alternating two or more scenes that often happen simultaneously but in different locations. As Mark begins to write code, the movie uses cross cutting to alternate between Marks digital world and a private party held by the Phoenix Club. The camera begins by showing Mark at work as he develops an idea into a bigger project and begins to browse for photographs of students. The viewer is able to see the protagonists writing and his

Rolon 5 interaction with computer screens. At the same time, the camera shows the arrival of individuals at the party and allows the viewer to see certain parts of the celebration. The alternating between two simultaneous scenes causes the viewer to wonder if there is a relationship among them. As a result it seems that the protagonist, much like the individuals assisting the celebration, is having his own party. Moreover, such implication suggests that Marks social encounters are limited to his interaction with the computer. Consequently, the use of cross cutting as a rhetorical strategy suggests that screen culture may limit ones social experience to computers, rather than social events and personal interactions. Finally, David Fincher uses lighting to emphasize the screens and as a result, blend individuals into the background. When students begin to use Marks rating website, for example, lighting is used to focus on the computers being used rather than on individuals. Bitzer argues that two rhetorical situations may fight for the viewers attention (Bitzer 12). As the camera begins to zoom in, however, the viewers attention is called onto the screens, as light is purposefully placed on the computer, while the use of shadow darkens the individual. As a result, the perspective changes, causing the viewer to focus on the object rather than on the user. Focus emphasizes the computer itself because Applying lighting to emphasize on computer screens implies that the influence of internet is large enough to make users trivial and what really matters is the interaction with the screen itself. In other words, the rhetorical use of lighting implies that screen interaction may cause the user to become almost insignificant. The application of lighting, cross cutting and focus as rhetorical strategies advocates that screen culture has caused social life to be limited to

Rolon 6 screen interaction. As a result, the use of visual strategies show the sharp critique implied in the films dialogue. The Social Network, while providing an intriguing plot, goes beyond the content presented and achieves a higher purpose by establishing a rhetorical response to a situation that is present today. The influential character Facebook and its negative effects can be witnessed almost anywhere. It is common to see individuals walking while on their phones, office workers checking Facebook messages while driving and teenagers gossiping about the latest online rumor. It seems that social life has been suppressed into one big digital world. Social life is subject to technological advances that both affect the quality of any personal relationship and the way in which we communicate. The use of rhetorical strategies in the film helps illustrate the negative effects of social networks as they determine the way in which individuals communicate today. As a result, rhetorical strategies in film are fundamental in establishing the criticism behind the story itself.

Rolon 7 Works Cited The Rhetorical Situation, in F. Bitzer Lloyd, Philosophy and Rhetoric, (University Park, Pennsylvania: Penn State University Press, Jan., 1968), Vol.1: 1-14. "Immediacy, Hypermediacy, and Remediation," in Bolter, Jay David, and Richard Grusin, Remediation Understanding New Media (New York: MIT, 2000), 20-50. Personal Losses and Deficiencies in Social Networks, in S. Brugha Traolach, Social Psychiatry, (N.p., 1984), Vol.19(2):69-74 Revising Archival Photographs in The Civil War, in Lancioni Judith, The Rhetoric of the Frame, (N.p., 1996), 105-118. "Parallel Editing," In Moura, Gabriel, What Is Parallel Editing, Cross Cutting? (N.p., n.d. Web. 07 Oct. 2013, http://www.elementsofcinema.com/editing/parallel_editing.html).

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