Every Monday we will be looking at a short extract from a text and analysing what and how the writer has written. Feel free to add your own comments!
I blame the T-shirts. The casual wear favoured by those founding wunderkinds of tech – Mark Zuckerberg, Steve Jobs, Sergey Brin, Larry Page and the rest – lulled us into a false sense of security. Even after they’d begun making serious money, too many of us took the aversion to a collar and tie to mean the likes of Facebook or Google were not really scary capitalist behemoths, but retained the spirit of the upstart startup: quirky, plucky and driven chiefly by a desire to do cool stuff with computers. They certainly saw themselves that way, Google charmingly distilling its mission statement into three words: “Don’t be evil.” It’s amazing how long an initial image of laidback informality can endure: for decades, Britons struggled to see Virgin as a corporate giant because Richard Branson had long hair and a goatee.
Jonathan Freedland (to read article in full – https://www.theguardian.com/commentisfree/2018/mar/23/people-owned-web-tech-giants-facebook-cambridge-analytica)
– Short sentence to open and draw in reader. Creates a slightly humourous tone but also sumarise the point being made
– Emphasises point that we were decieved into believeing them (Word choice)
– Contrast – showing the difference is what they are and what we think they are.
– Rule of three (after colon) – to emphasise what the spirit of a start up is, this also builds up the contast with the big “capitalist behemoths”
– Word choice – again building up the idea of the cool start-up for a billion dollar company
-Sentence Structure – colon shows that the writer is expanding on the point being made, giving an example which we all know and understand and shows that this is not a new problem.