It has already been discussed how the author used the shape of the logo, but during this, he also manages to continuously convey a kind of ethos to establish his credibility in order to build a solid information relationship with its readers. In fact, as a reporter for the culture section of the New York Times, it was his job to write about this topic (NYTimes). Throughout the article, he constantly offers the reader his own personal experiences, demonstrating that he has used Twitter, has experience with it, and knows what he is talking about. A great example of this would be: "And now, almost a year later, Twitter has turned my brain to mush? No, I'm narrating more at any given moment than I ever thought possible" (Carr). Even during this quote, he is able to refute the claim that social media turns the brain to mush and establishes his own point of view while simultaneously offering his own primary insight. His constant ethical undertone allows the reader to more easily accept and understand his article as a