why not

throughout the OG FF7 and Rebirth, Sephiroth refers to Cloud as a ‘puppet.’ it may seem strange at first glance, because it seems to imply that Sephiroth is manually taking control of Cloud, puppeteering him or that Cloud is inherently empty.

it also doesn’t fit with his encouragement of Cloud’s rage. if Cloud is a puppet, why doesn’t Sephiroth just give him rage?

because that’s not what he means. when Sephiroth calls Cloud a puppet, he means that Cloud’s mind can easily be shaped, similar to how a puppet’s identity is dependent on its master. he says that what Cloud feels is fake because Cloud’s mind is a collage of identities, his own and Zack’s, all with Jenova’s and Sephiroth’s influence. Cloud’s feelings are just his master’s feelings.

Cloud’s mind is malleable. he is his own person, the real Cloud Strife is there, but due to the self-esteem issues he’s harbored since childhood and the trauma he’s endured for the past five years, the presenting Cloud Strife can greatly differ. Sephiroth is intensely aware of this, and takes advantage of it.

the persona we see of Cloud is his SOLDIER persona, the tough badass he always wanted to be, a mixture of his interpretation of Zack and his interpretation of being a hero. but the facade cracks quickly and frequently, in either direction. mostly, it cracks to let us see the real Cloud. there’s no one single moment where he shines through: Cloud taking on odd jobs with no real gain other than him helping someone, Cloud doing something stupid and silly, Cloud getting flustered. all the moments of him being kind and dorky is the real Cloud shining through. it’s impossible for Cloud to bury all of himself beneath his persona, so these cracks are only natural. however, the other cracks in his persona are due to Sephiroth’s manipulation.

in Rebirth, Cloud kills multiple people on multiple occasions—one can argue because they were Shinra, they deserved it, but that doesn’t change the fact that Cloud isn’t a killer. even his SOLDIER persona accommodates his desire to help people; so how does he kill people so easily? if you answered Sephiroth, you get a prize!

Sephiroth manipulates his SOLDIER persona in two ways: feeding into ideals and planting ideas. for the first, he (off-screen) encourages violent and/or anti-social behavior in Cloud. while we, the player, and everyone around him views this as strange, in Cloud’s mind, it all fits into what he’s supposed to be. he’s supposed to be a badass, and badasses kill people and dismiss their friends’ feelings, right?

when Cloud is in this mental state, it’s very hard to reason with him. in Chapter 13 (one of the greatest pieces of puppet Cloud literature), Cloud’s entire goal is to reach the center of the Temple in order to acquire the Black Materia. he doesn’t listen to any warnings that the Cetra give or his teammates, becoming wholly focused on retrieving it. but even then, even if Cloud’s behavior doesn’t seem strange to him, why does he want the Black Materia?

that’s due to Sephiroth’s other form of manipulation: planting ideas. it’s easy to force Cloud to become violent because it fits the narrative of badass SOLDIER, but lots of other ideas need time to nourish. case-in-point: Tifa isn’t the real one.

we are introduced to this idea at the very beginning of the game, Cloud walking through the inn at Kalm when he sees Sephiroth who tells him that this Tifa isn’t the real one. the conflict seems to become resolved when Cloud repeats the idea to Tifa who completely dismisses it, but they’re nowhere out of the woods.

next, Sephiroth in Chapter 5 instills the idea that Jenova is capable of impersonation. this doesn’t seem to go anywhere until Chapter 9.

first, Cloud enters that intensified SOLDIER state-of-mind, killing all the Shinra troopers around him. with his mind already fragile, Sephiroth repeating the idea to him now becomes fact: Tifa isn’t real. she is an imposter from Jenova. both the ideas Cloud’s been fed are twisted and he pushes Tifa off the edge.

Cloud snaps out of this state of mind right after, but it doesn’t change the fact that it happened. as long as Sephiroth plays his cards right, he can manipulate Cloud into doing nearly everything for him. hence, the ‘puppet’ label.

(that’s also why Cloud wants the Black Materia. Sephiroth tells Cloud to bring him the Black Materia—and even if Cloud doesn’t want to, the thought is engraved in his head that he should retrieve it for Sephiroth.)

but here’s what’s really special. as we’ve noted, the intensified SOLDIER persona is violent, anti-social, just an all around dick. he doesn’t care about his friends, doesn’t care about anything except getting what he wants (see: what Sephiroth wants.)

but we see something very different at the end of Chapter 13. Cloud isn’t rude and dismissive. he pushes Tifa, but he doesn't do it with the same malice as in Chapter 9. he does it in an attempt just to get her away, just to chase after the Black Materia.

in his pursuit of Aerith, the things he says are the farthest thing from rude. he’s not threatening or demanding her to stop. he’s asking her to talk, appealing to her desire to trust him and save the planet, even starts calling her name in a teasing way like he’s playing a game.

Aerith! Let's talk. I need it... Aerith... Give it to me. Please? You can trust me. Let's save the planet together. (playfully) Aerith.

when Aerith finally gives him the Black Materia, what does Cloud do? he could just walk away. he could just run straight to Sephiroth. but, no—he makes sure to say “thank you” first.

it’s pathetic (I type this in the most endearing way) the way Cloud acts. why is that? what is the difference between these types of manipulation? the answer is who Sephiroth manipulates. for the most part, Sephiroth manipulates SOLDIER Cloud. but here, Sephiroth breaks through Cloud’s SOLDIER persona to manipulate the real Cloud.

we know when we see the real Cloud: if you need a refresher, anytime Cloud is kind or acts like a dork is usually a tell-tale sign. here, Cloud is kind, saying please and thank you. and it’s almost cute, the way he playfully calls out to Aerith. this is the real Cloud, buried under piles of piles of trauma, self-hatred, and alternative personas.

and what is the real Cloud’s utmost desire? to love and be loved. he wants to be a hero, to be worthy of the ones he holds dear; no, to be worthy of anyone. this is a big factor into Cloud’s construction of his SOLDIER persona, he creates himself that hero mask that he thinks will lead to the love he craves.

Sephiroth knows this, and twists his desire to be a hero to a desire to please Sephiroth at all costs. Cloud is still himself, but he wants to make Sephiroth happy no matter what. Sephiroth wants the Black Materia? then Sephiroth will get the Black Materia.

that’s what’s so heartbreaking (and deliciously good) about Rebirth’s depiction of puppet Cloud. he’s not hollow and empty. he’s desperate. this is the most of the real Cloud we get to see. we see fragments of him, but here is the longest consecutive period. this is the realest he acts in the game, kind and silly and so fucking desperate for love, for Sephiroth’s approval.

in short, Sephiroth knows exactly how and when to break Cloud. he knows how and when to manipulate SOLDIER Cloud and he knows how and when to manipulate the real Cloud. this is why Sephiroth calls him a puppet: as long as he plays to Cloud’s desire for approval and love, he can puppeteer him in every direction.