In his essay titled, “Small Change: Why the Revolution Will Not Be Tweeted” Malcolm Gladwell, voted one of Time Magazine’s top 100 Most Influential People, argues that contrary to popular belief, the week-ties nature of social media will never amount to the activist movements of our past. He primarily uses ethos, or in other words, works to establish his credibility with the audience. He first proves that he is knowledgeable about the Woolworth’s sit-in that took place in Greensboro, North Carolina in 1960. He does this by providing great specifics like the names, dates, and what happened not only in Greensboro the days and weeks after, but also what happened in neighboring communities. He even knows how each of the original four protestors knew each other. However, his knowledge in history far surpassed that of just this one Civil Rights movement; it also expanded to World history, black history, and even contemporary knowledge of the goings-on with political upheaval in places like Iran or Darfur. He also reinforces his station by quoting authors, sociologists, journalists, businessmen, all of whom are thought to be well-educated people. He even goes so far as to discredit some of them in order to further prove the fallacy in their arguments. However, he does make himself appear to be fair by nonetheless presenting each of their sides. His concessions allow him to present his points fairly while pointing out the discrepancies in some opinions of his cohorts. In fact, he even points out how what was once deemed the Twitter Revolution, a movement to promote democracy during the elections, was actually merely Americans commenting on the events taking place in Iran rather than the Iranian people themselves. Yet, is in depth-analysis from a sociological perspective seems to be the factor that ultimately wins over the audience however. He gives prime examples like the web pages set up for Darfur, or bone marrow registry, to illustrate the inefficiency of social media to motivate people to real, sacrificial change like that seen in the Civil Rights Movement. In closing, Gladwell emphasizes the idea that when social media is used for things like helping wall streeters get phones back from teenage girls, it is silly to the same platform could ever bring about revolution.