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Marquis Dickerson Dr. Dietel-McLaughlin Multimedia Writing and Rhetoric 28 February 2014 The Social Network Rhetorical Analysis

Prime Minister Winston Churchill once stated, To improve is to change; to be perfect is to change often. That quote alone encompasses everything that has happened around the globe, in respect to technological advances. Exponentially, technology is becoming more and more prominent across the world. Videos, images, memes, and social networking have all become much of what society depends upon. The shift in the road obviously had to occur at one point, and arguably, that point came when Mark Zuckerberg founded the world renowned website, Facebook.com. Director David Fincher accurately depicts the significance of technology in the film The Social Network, as it employs a variety of rhetorical strategies to effectively convey the significance of technology in the early 21st century. Everything from framing, to panning, and even sound are utilized to accomplish this task. The Social Network is a film that sends one on a whirlwind of emotions, as it chronicles the creation of Facebook. This David Fincher creation was released in early October 2010, with the screenplay done by Aaron Sorkin. . The Social Network primarily revolves around Harvard students, Mark Zuckerberg and Eduardo Saverin along with Sean Parker. After being dumped by his girlfriend Erica Albright, Zuckerberg decides to create a social networking site. Zuckerberg

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does so by incorporating ideas from friends to ultimately establish Facebook with his best friend Saverin. As a result of this matter, Zuckerberg is sued for two parties of stealing their ideas about the company. The first claim, coming from twins who are wealthy Harvard students, contended that Zuckerberg stole each idea from them and they wanted what was rightfully theirs. However the second claim was a bit more personal. Saverin was suing Mark for utilizing underhanded tactics to remove him from the company in favor of Sean Parker, founder of Napster. All in all, this story pushes us towards realizing that we are in a world that is pressing towards screen ubiquity. (Kelly1) In terms of framing, which is the application of still images, there is something seemingly beyond Zuckerbergs years. As the camera focuses in on the dorm room of Zuckerberg you find several electronic devices. With multiple laptops open, Mark begins to tap into an unknown circuit that he has somehow mastered. The natural ability to be screen-literate allowed for him to shake up an entire region, and ultimately the world. As the camera moved from one end of the room to the other, from one device to the next, the audience is essentially looking at the future of what is to come. Everything the opening scene covers allows the audience to see how pivotal the screen will become in the film. As in all films music and camera shots are key components in the presentation of the story. Sounds for example or lack thereof can often times greatly enhance the dramatic intensity. (McGraw-Hill A8) In the opening scene, the constant shift from the music solemn of revenge, behind Mark Zuckerberg, to the fast paced techno at the party. The camera continuously goes back and forth, to and from Mark to a party he wanted to attend, and upon his completion of his website, the awe of what was on the internet halted the party goers. Hook-ups are paralleled by the final club parties, where everyone is inebriated and hooking up. Soon you see guys

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rating girls, and suddenly a passerby stops in her tracks, and in an offended tone yells, thats my roommate. In an instant, everyone went from enjoying the party to looking for who or what was behind that being on the internet. That moment serves as proof of the statement, when technology shifts, it bends the culture. At this very instant I feel that the audience was enabled to see a new Mark. Initially viewed as a talkative, annoying nerd, he transitions into a ruthless, cold-hearted businessman. While the depth of his personas changing is emphasized later in the work, his ability to be innovative began to seep out. Fincher also uses panning as a way to draw the audience in. Panning in film is a technique generally used to grab the audience, and allow them to become a part of the film. For example, the use of the camera swaying back and forth simulates someone shaking his head, which then systematically places you in the thick of the scene. In The Social Network, this technique is more effective in scenes where the hearings involving Mark were taking place. As the camera is placed as if we were a juror in the case, we are swamped with conflicting emotions. In the case of Eduardo Saverin, you tend to feel as if he was kicked out of the organization for the wrong reasons. Coupled with Marks tendency to lack a professional demeanor, the case begins to sway in favor of Saverin. However, shortly thereafter the camera switches to a flashback when Saverin appears to be the antagonist. His stern disposition and elite professionalism could convince the audience that Saverin was as advertised. That is all until Sean Parker points out a few flaws in Saverins business techniques, and then the tide turns as Saverin makes a rash decision to acquire the attention of Mark Zuckerberg. Along those same lines, there was the case of the Winklevoss twins, who throughout the film were viewed as antagonistic. In their case, the cockiness and inclination that they deserve credit for everything caused for them to be hated by the audience. As you sit in your chair watching

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this film and you feel yourself at this table as a juror, your gut is telling you that there is nothing that Mark has done that can be incriminating when it comes to the Winklevoss twins. You may even cringe during the epilogue when it is revealed that they came to a settlement of sixty five million dollars. Both cases are centered on individuals who are stuck in the last generation of multimedia literacy. Each member who wasnt given his perceived amount of deserved credit saw dismissal from the plans of the company as backstabbing. For the Winklevoss, they were out for money for what was originally their idea although Zuckerberg perfected it. As for Saverin, he felt as if he were losing a dear friend which in turn may have stung him more than anything. Mark Zuckerberg, on the other hand, possessed great foresight and completely understood what this company could become. This company could, and did, become the turn of a new leaf. Now technology is the basis of normal human life. This creation allowed for people no matter the distance to connect. Another stroke of brilliance is Finchers use of dialogue, or lack thereof. Zuckerberg is wisely characterized as a socially awkward teenager. Often times he forced himself into far from ideal situations due to his lack of social awareness. In his brain there were no signs for him to shut up, nor did he see fit to. That was exemplified within the first scene of the movie when Mark was having dinner with his girlfriend Erica Albright. Quickly Mark can be seen as a pretentious, jerk before the opening credits have even rolled around. Later on we realize that more often than not, his disputes are settled through technology. That alone gives us an introduction to the world of screens. Fincher highlights the power Mark feels that he has through the barrier of communication. While Zuckerbergs eyes tend to drift off and his mind is racing with ideas to distract him from the present subject matter, the screen gives him a new image. His

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social awkwardness is parlayed into a seemingly tougher disposition, although it is difficult to be solved immediately without confrontation. As we live today, it is easy to forget yesteryears lack of technological complexity. David Fincher carefully brings to our attention two key points during the film, The Social Network. For starters, we havent always been adept in such new age technology; and on the other hand the path that leads to monetary success often times leaves someone in your rear view mirror. With that being said, being able to connect via technology has become such a major part of what everyone does on a daily basis. Although it has created great social barriers in terms of face-to-face communication, it has opened doors unforeseeable in the beginning of the 21st century. Even at the end of the movie you see Zuckerberg attempting to reconnect with his ex-girlfriend. Imagine life without Facebook. Facebook has become a mechanism for people to use to search prospective job candidates, roommates, and for some even spouses. Mark Zuckerberg revolutionized the game with a click of a button, and through several difficult sacrifices. Where would we even stand as a body of people if the decision to create Facebook wasnt made? Im sure there would be several other websites that attempts to accomplish this goal, which makes you ponder on one question. Is it best to have the best of all worlds, or all of the best worlds? Well, Zuckerberg has definitely made his claim as Facebook is just as strong now as ever before.

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Works Cited

Fincher, David, dir. The Social Network. 1 10 2010. Television. McGraw-Hill, . "Writing a Film Analysis." (2003): 1-8. Print. Kelly, Kevin. "Becoming Screen Literate." New York Times. 21 11 2008: n. page. Print.