Analysis Monday – T-Shirts

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 –

– 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.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s