The Occupy Wall Street (OWS) movement has been widely reported on in the mass media since its inception in September, 2011. Opinions vary, however, on both the effectiveness of this movement as well as its purpose. This thesis is an attempt to understand not only the movement's purpose, but also how members of the movement use social media to engage with their audience and create identification. Social movements in general have a long history of being studied rhetorically. This thesis first conducts a review of many of these studies, highlighting the different rhetorical aspects that apply to OWS. As many scholars have asserted, a social movement revolves around the dialectic that it is able to create. I therefore turn to Kenneth Burke and explore his theories of dialectic, identification, dramatism, and the rhetorical importance of symbols in order to understand the OWS movement through these terms. Because the movement relies heavily on the Internet and social media to communicate, I then conduct a Burkean cluster analysis of the OWS website, Facebook page, and Twitter account. By identifying the key symbols that are repeatedly utilized and the associational clusters of words, or symbols, that surround them, I am able to rhetorically determine the message, or purpose, of the OWS movement. Finally, because the movement does rely so heavily on the internet and social media, I explore how these tools function rhetorically. Because users are able to create their own experience on the web, the opportunities for identification become vast. Moreover, the prolific access and participatory nature of these tools have allowed the OWS movement to create an entire notion, or brand, of Occupy, that has extended far past the original idea of Occupy Wall St. By understanding both the efficacy and the limitations of social media, we as a society may be able to learn how to utilize these tools in order to participate as citizens and even incite change.