Running Head: CYBER BULLYING VIRUS

Rhetorical Analysis of Cyber Bullying Virus

Cedric Woodfork
University of Texas at El Paso

CYBER BULLYING VIRUS

A new virus, unlike any other has infiltrated schools starts the narrator, in a
foreboding tone which seems more like the start to blockbuster horror film rather than a video
about cyber bullying. The speaker finishes the phrase after a short pause, revealing what would
be the conduit used to transmit such an awful illness: through social media (Fraser, 2013).
The title, Social Media Virus by Daniel Fraser (also name of the YouTube channel) and
Christina Abbott, even further solidifies the extended metaphor directed towards adolescent girls
who may have witnessed or experienced cyber bullying. The message is meant to inform the
viewer of how it can occur and ways one can go about acting given a related situation. The video
will be analyzed throughout this essay examining how the creators used various elements
(targeted audience, purpose, logos pathos and ethos) to convey the intended message.
Audience
The short PSA puts forth an overt effort to reach a demographic of middle-to-high school
aged girls who are actively engaged in the world of social networking. The main cast members
match this target audience to provide a visually relatable scene from the onset. The girls are
depicted using various common multimedia outlets that are easily recognizable as Facebook,
Twitter, and even text messaging. These images work to engage the viewer by providing more
details that make the actresses and the subject seem that much closer to reality. In doing so the
audience is more inclined to relate and potentially absorb the message with the impression that
they are watching their peers. Furthermore, the usage of vernacular shorthand commonly present
among todays youth (e.g. lmao or omg) attempts to convince the viewer that the author
speaks the same language, and isnt talking from the perspective of a condescending authority. It
can be argued that Fraser simply wants those who watch his video to feel as if is reality.
Purpose

CYBER BULLYING VIRUS

The main purpose of this video is to provide the audience with information on how outof-hand cyber bullying is becoming. The PSA contains an extended metaphor, comparing the
increasing commonality of online abuse to a highly contagious virus. The video labels those who
bullying as Envy, Hate, Anger, Insecurity, and Peer Pressure (Fraser, 2013). Perhaps this is
intended to discourage the perpetrators from committing these acts by showing how their peers
may see them. No one is immune, states the narrator, which is probably meant to make all
viewers feel as they have a personal connection with the issue (Fraser, 2013). The speaker goes
on mentioning the potential symptoms of being prey to the affliction, including depression and
in some cases, suicide. This is whether said viewer is being affected by bullying directly and
indirectly. For those who are witness to an instance of cyber bullying, the video provides tips on
how to encourage the victim to feel better about themselves, as well as reporting sightings of the
virus to the proper authorities.
Ethos
While the video is well direct and effective in providing the message it is meant to, the
video doesnt seem like enough effort was put into making a irrefutably credible product. The
first glaring error comes towards the end of the Public Service Announcement, where stats are
mentioning how much more girls are bullied in comparison to boys, as well as how likely an
victim is to be subject to reoccurrence. Understandably so, the authors do have an obvious stance
against bullying, which to some may take away from the credibility. The resolution to the issue
does not come across as a viable solution. The narrator only advises the reader to participate in
Pink Shirt Day to show support to victims and vaguely mentions how bullying should be
reported. On the other hand, Fraser and Abbott do add some credibility through how well the

CYBER BULLYING VIRUS

link between cyber bullying and a virus is portrayed. The use of scientific vocabulary
(contagious, host, infection) makes it easier for one to take the video more seriously.
Logos
Much like the Ethos present in the PSA, the viewer may notice rather weak
demonstration of the logical rhetorical appeal logos. The video does attempt to show stats as
mentioned above, but due to the lack of citing, the factuality of these claims is immediately put
into question. Also missing citations are the symptoms that the video claims cyber bullying may
cause. The lack of real life examples or personal testimony instantly makes the message less
logical. This may be intentionally to make the production appeal more to conscience and
emotion, rather than logic or reasoning.
Pathos
Throughout the video, the authors intention to persuade the viewer using emotional
appeal becomes more apparent. Pathos is easily the greatest strength of the authors attempt to
persuade young girls to take action against cyber bullying. Scenes show how the peers infected
by the virus are ridiculing the victim through multiple social media platforms. This could be the
Daniel Frasers attempt to encourage empathy for Jane Doe. The mentioning of how No one is
immune works to make every member of the audience feel in some way linked to the issue
(Fraser, 2013). The music in the background complements the different sections of the PSA
almost perfectly. As the narrator is describing the issue and the effects that can be experienced,
the music seems perilous, almost mirroring a soundtrack heard in a horror film. In the climax of
Cyber Bullying Virus the music is more dramatic and accompanied by a heart beating at an
increasing rate. This helps to portray the victims plight as a grave situation that, without
intervention, is doomed to make a turn for the worst. When describing the provided resolution to

CYBER BULLYING VIRUS

the problem, the music suddenly lightens and matches the hope conveyed through showing the
victim having the support from her peers. The pink shirts and pink text are a shown to portray
those who decide to stand up to bullies as united heroes with a noble cause. These factors
combine to provide the necessary elements to create a pathos-laden message that inspires the
youth to act.
Conclusion
In closing, Cyber Bullying Virus by Daniel Fraser and Christina Abbott does a great job
presenting how cyber bullying is an issue of importance while encouraging action to prevent the
increase of incidents. The authors purpose, audience, ethos, logos, and pathos are properly
prioritized to effectively raise awareness. Though the provided resolution can be perceived as
vague, it could very well be the spark needed to promote more explicit, definitive change.

CYBER BULLYING VIRUS

6
References

Daniel Fraser (2013, March 9). Social media virus [Video file].
Retrieved from https://www.youtube.com/watch?v=vmQ8nM7b6XQ.