Rhetorical Analysis

“Seize Your Moment, My Lovely Trolls!” Comedy with a Cause: A Rhetorical Analysis of John Oliver’s Net Neutrality Segment

“The basic principle of ‘net neutrality,’ the only two words that promise more boredom in the English language, are at risk” (Last Week Tonight, 2014). With this statement, John Oliver, a comedian and host of Last Week Tonight with John Oliver, delivered a segment on June 1, 2014, on HBO about the threat to net neutrality. Oliver was addressing his audience about how the Federal Communications Commission (FCC) was considering changes to net neutrality rules. Net neutrality is the idea that all internet traffic should be treated the same. It determines whether all internet consumers are able to access data equally, whether you are a big company or a small business. This affects innovation, free speech, and access to information, issues that mattered then and matter now. Further into the segment, he states, “The cable companies have figured out the great truth of America: if you want to do something evil, put it inside something boring.” John Oliver’s segment urges viewers to defend net neutrality by establishing credibility through clear explanations, connecting emotionally with humor, and presenting logical arguments with data and examples. In addition, his word choice and vivid imagery make the issue both accessible and memorable, ending in an urgent call to action.

To begin with, in his segment, John Oliver uses ethos by establishing credibility through explaining net neutrality in order to inform his audience. He starts with, “The FCC is currently debating whether or not to enact rules that will allow cable companies to create a ‘fast lane’ for the internet” (Last Week Tonight, 2014). Oliver shows he has done his research. He presents news reports and references official government actions, showing expertise. Overall, he breaks boring policy into clear, funny explanations. Because Oliver is translating the issue to be relatable to the audience, the audience sees Oliver as credible, reliable, and well-informed. Building trust so viewers are more likely to accept his words, Oliver establishes ethos to come across as knowledgeable and trustworthy so the audience will be more receptive to his message.

In addition to establishing credibility, Oliver persuades his audience to listen longer by using emotional appeal and humor. He concludes one joke with, “That’s the equivalent of needing a babysitter and hiring a dingo,” when he compares putting former cable industry lawyer Tom Wheeler in charge of the FCC (Last Week Tonight, 2014). This joke showed that this choice was both absurd and dangerous. Using humor helps the audience feel entertained and become more attentive and engaged. The exaggeration of comparing Tom Wheeler and a dingo made the audience laugh. This emotional connection boosts interest and care. The audience will remember the imagery and possibly remember that when he calls for action. This imagery makes the message stick.

In addition, Oliver uses logos by laying out logical arguments with data and examples. He starts an explanation with, “Look at how Netflix’s speed on Comcast plummeted during negotiations and then miraculously shot back up after Netflix agreed to pay them” (Last Week Tonight, 2014). He literally points to the chart image on the screen, which is a graph of how Netflix’s speed plummeted on Comcast during service negotiations with the cable company and returned to normal levels once the streaming service agreed to Comcast’s demands. The chart proves companies can manipulate speeds for profit, which makes the cause for net neutrality more logical and urgent. This helps make sure that the audience recognizes the connection between the fact that Comcast deliberately slowed speeds to pressure Netflix. In fact, this example could be called an act of manipulation. Through a cause-and-effect example, the audience now sees that companies can manipulate internet speed for profit. Logos grounds his argument as rational and urgent. The logos appeal supports Oliver’s argument because it provides evidence for defending net neutrality

In addition, Oliver uses clever word choice to make the message memorable. One example is, “That’s basically a mob shakedown,” and then he adds in a strong movie-mob-like voice, “‘Nice company you got there, shame if something happened to it’” (Last Week Tonight, 2014). Oliver uses vivid words and strong word choice, like “fast lane,” “mob shakedown,” and “cable company f…kery” to describe the cable company threats (Last Week Tonight, 2014). Because of this, audiences can vividly imagine scenarios like corruption and unfairness. His language, the word choice, makes abstract issues concrete. In other words, his memorable word choice helps convey his point.

Furthermore, he relied on imagery with his use of analogies and metaphors. One example was when he stated, “If we let cable companies offer two speeds of service, they won’t be Usain Bolt and Usain Bolt on a motorbike. They’ll be Usain Bolt and Usain Bolted to an anchor” (Last Week Tonight, 2014). This comparison showed how one version of the internet would be fast and the other version would be massively slow. The absurdness of the visualization helped the audience see the consequences of eliminating net neutrality as concrete images clarified risks. His style took a technical or policy issue and made it easier to understand.

Lastly, he incorporates a call to action. Oliver addresses his audience and viewers directly with, “We need you to get out there and, for once in your life, focus your indiscriminate rage in a useful direction. Seize your moment, my lovely trolls” (Last Week Tonight, 2014). He presents a call to action using words that the audience would connect with (like internet culture). He challenged the audience to make public comment because the FCC was taking comments at that period of time. He is joking and serious at the same time. He establishes urgency because the comment period was open right then. The audience feels urgency to act while they have the opportunity to comment. He says it is time for their opinion, and their opinion matters. “For once in your life, we need you to channel that anger. . . . My fellow nerds: the time has come once more to stand up for net neutrality!” (Last Week Tonight, 2014).

Through credibility, humor, logic, and timeliness, John Oliver uses memorable word choice and vivid imagery, successfully turning a boring subject into a riveting segment. Together, these strategies persuade his audience to act as Oliver entertains when presenting the issues regarding uninfluenced internet speed, ensuring equality of service for everyone. Through this analysis, I learned more about how the influence of the world works and how systems and people with power play. Companies can do things, and consumers don’t know about them. In addition, the fast pace supported my engagement. At the same time, for other viewers, the pace could be disorienting and risk disengagement. It is critical for everybody to stay informed for two reasons: (a) to be prepared and (b) to use their voice. Overall, he made a boring and complex issue simple to understand and engaging. John Oliver showed how comedy and a strong delivery can grab the audience’s attention and persuade them to take action as he suggested to the TV audience, “This is the moment you were made for, commenters. Turn on caps lock and fly, my pretties!” (Last Week Tonight, 2014).

References:

Last Week Tonight. (2014, June 1). Net neutrality: Last Week Tonight with John Oliver (HBO)

[Video]. YouTube. https://www.youtube.com/watch?v=fpbOEoRrHyU