ࡱ> AC@5@ n+bjbj22 (<XX1#<       8,F ff|||WWWz | | | | | | $ RK  " WW" "  ||  " | |z " z    |Z 0k | z 0 , ^        pW>, $=WWW  XColin Dee Bozarth Jennifer Mika Conwill Baldemar Hernandez Jr. Rahul Batra Mariela Hristova RHE 306 February 22, 2005 Is it really revenge? Millions of people all around the world use the internet daily. The internet has made shopping, communication, and finding information easier than ever before. In this sense, it has drastically changed the global lifestyle for the better; however, the repercussions are starting to surface. Michael S. Malone, editor of Forbes magazine and a high profile reporter wrote about this topic in his article, Silicon Insider: The Revenge Effect. This article was published on January 23, 2005 in ABC News and is a weekly column commenting on the state of the technological world. His column is mainly focused on appealing to the businessmen and the public that likes to be informed about technology. Malone states that our society over indulges in technology and that we need to take a step back and look at technology as it is good and bad. Malone begins his article by saying that technology makes life better but has ugly consequences. He calls this the law of unintended consequences. Then he shifts his focus towards the internet and talks about its bad consequences. In the section titled The Triumph of Marketing the author states Before the internet, there were specific requirements for starting a company. You had to have a product, and then be able to manufacture it, sell it, and deliver it. These requirements in turn demanded certain prerequisite skills of those who built companies. He explains how the internet has made it easy for anyone to start a business, even for those who dont have any know-how of doing business. The Internet has allowed people to do business in new ways which according to Malone isnt the real way of doing business. All the claims in the article have such a similar pattern of cause and effect. He begins with talking about how things were before the internet and what bad changes it has brought to them. The author didnt use claims with any other structure except that mentioned above. The way author has shown the causality relationship in his claims is hard to argue against by the reader and thus builds an effective argument. No would disagree that because of internet incompetent people got into business and this resulted in dot com bubble bust sending panic not only through the USAs economy but to the many economies in the whole world. Of all of the rhetorical appeals that the author, Michael S. Malone, uses in this article, it is apparent that the use of logos far surpasses all of the others. He might have felt that the use of logos was appropriate for this article because of the intended audience, which consisted of educated business men and women with an established knowledge of technology. These people would read the business section of ABC News or magazines like Forbes, and comprehend the information in the article as opposed to the average ABC News reader. To the average reader, this information could be meaningless and too complicated to understand. To the intended audience, on the other hand, this information could be just enough to help strengthen Malones argument. For example in the section titled The Pinball Effect the author tries to explain a new way of looking at information and its effects on the media, by stating the fact that our brains are apparently being rewired to capture information from multiple sources presenting themselves at the same time around a grid. By presenting scientific facts, the author appeals to the intellect of the reader. Along with using logic and explanations Malone uses artistic or soft evidence to build his argument. While not as prominent as Malones use of logos he does use pathos effectively in his article to appeal to the audiences emotions. By using visceral examples and scenarios utilizing common sense, the author is able to appeal to his audiences emotions. Right in the opening paragraphs of the article, the author states how the use of technology to make life better often has unexpected consequences, such as, the adoption of gloves to make bare-knuckled boxing safer made it possible for fighters to throw head punches without breaking their hands resulting in more brain injuries and death. One would think that the new boxing gloves would make it safer for fighters to throw punches without breaking their hands; consequently the boxing gloves resulted in more brain injuries and death. By using such an extreme example that includes death, Malone shows the audience just how dangerous technology can be, making his argument more appealing to his reader. Malone does not use any appeals to ethos in the article because he doesnt feel that it is necessary. Malone most like felt it was unnecessary to use ethos because his audience would know of his prestigious reputation. Likewise Malone decides not to use more than about four appeals to pathos because he understands that his audience is better persuaded by appeals to logic as oppose to appeals to their emotions. Malone decides to have quality pathos examples versus a quantity of pathos example. So who is Michael S. Malone? Can we trust him? Lets see. He is the editor for Forbes Magazine which is a business magazine, was the nations first high-tech reporter at the San Jose Mercury- News, has written many business book his most popular being The Big Score: The billion dollar Story of silicon valley, has written for the New York Times, The Wall Street Journal, and The Economist. As you can see the author has well established credentials, he is not just some guy complaining about the internet. The author does not need to establish credibility because it is already assumed that if you are reading the Silicone Insider you already know that Michael S Malone is an authority on the topic of business and technology. While ABC News is intended for the general public, it is mainly business men and women who read the business section of any news source. This article was not intended to criticize the opposing view, but simply to make a point and make the audience aware about the consequences of technology. The opposing view may believe that there is nothing that needs to be fixed about technology, but Malone makes the bad consequences of technology clear throughout the article. The use of concessions gives the intended audience more freedom to make an opinion about the authors argument and therefore builds the credibility of the article. For example, when Malone states, This isnt to say that I would ever want to give up my computer, much less antibiotics, but it does argue for a more measured approach than the usual utopian fantasies in which we all indulge when a new technology rolls onto the scene he is using concessions to show that he does understand that technology is necessary to our society. The statement implies that the use of technology is not a bad thing, but people should at least be aware of the consequences as well as the good. Nowhere in the article does the author use refutations to declare the opposing view false or wrong; instead, his intentions are to use logic and common sense to convince the audience. When Malone states, Whether we want to admit them, the unintended consequences have already begun to emerge, his intentions are to prove his points, not prove others wrong. The language in the article can be very complex. Many terms are difficult to understand for an average reader. This shows us that the article is meant for more informed people to read. For example, the microprocessor was hailed as the solution to the worlds energy problems --- after all, one 8086 had all the power of an IBM mainframe, but used a comparatively infinitesimal amount of electricity. (Malone, Silicon Insider: The Revenge Effect). The 8086, released by IBM in 1978 was the first microchip of the x86 architecture, which is still used today. It was the first commercial sixteen bit processor and contained 29,000 transistors inside. The general public would not know what Malone is talking about here. There are many pieces of vocabulary such as this one, which are difficult to understand, throughout the article. With this kind of terminology, it is harder for most people to understand, but it provides a more powerful metaphor to those who do understand what he is talking about. Internet has significantly changed our lives; its good that our society keep on making such advancements. But one cant overlook the ill effects of technology. Malones article does exactly this by listing out some of the negative consequences of internet. Articles has very few flaws, notably hard to understand terms and may be author could have used somewhat better examples to support his claim. But the fact that author is well known and with his effective use of logical reasoning the article gets the point which author wants to make in an effective way.     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