PERSONALITY
why does Rufus act the way he does? Is there more to the power-hungry blond beyond his icy exterior? The first impression given by Rufus ShinRa is one of arrogance, greed, and cruelty. Rufus is introduced in the game after the gory death of his father. He is immediately named President of his father's company and shows up to take his father's place. During this, he shows absolutely no emotion and isn't effected by his father's death. He immediately orders that he not be called "President ShinRa", but "President Rufus". He obviously resents his father, this being obvious in the renunciation of his father's name. Imagine what it must have been like for Rufus growing up- From what we know of the late President ShinRa, he wasn't exactly the most warm and welcoming person, and certainly not a caring and nurturing father. Rufus probably had very little contact with his father and was brought up to take over the company and handle a large business with an iron fist. Which is exactly what he does. Rufus held a deep resentment for his father and in rebelling against him, perhaps became even crueler.
Rufus's father had believed in ruling people through money, bribery, and false promises of protection. When Rufus succeeds him, he chooses to rule by instilling fear into others. He states that even though his father's way worked, he has his own plan and that there is no need to waste money on the people. This shows that he cares very little for the people's well-being, and is much more concerned with outcome and keeping things tightly under his thumb. Rufus does, however, shape the company into his own design and does it effectively. As ShinRa Inc. prospers, he used the power to search for the Promised Land and for Sephiroth.
He does not succeed in his plans, however, as he is tragically brought down by Diamond Weapon, when it hits and destroys his office towers. Rufus is fearless through out the entire game, right up until the end. He doesn't let anything stand in the way of getting what he wants and he shows no mercy or hesitation. At one point, Aeris says that no one has ever seen him bleed or cry. That's a good example of the front he puts up and the way people see him. He is seen as untouchable and likes it that way.
Despite his coldness, Rufus seems to have a rather sarcastic sense of humor. This is obvious in his first meeting with Cloud and when he tells Heidegger to "Stop that stupid horse laugh". Rufus is also percieved as a rich brat, always wanting things his way and getting them. That's not really being spoiled though. Part of it is pure determination. He gets his way because he takes the required action to make things turn out in his favor. He may be slightly spoiled, but he knows it, and knows how to work people to his advantage. Prime examples of this are scattered throughout Before Crisis, when he displays a single-minded drive to usurp his father's position, even after he's caught and punished. Even though he displays a bit of a sulky immaturity occasionally in BC, it's clear that he's pushing through the trail-and-error of adolescence and forming the foundation for the man that he will soon become.
Even with all his flaws, Rufus isn't all bad. He is a victim shaped by the uncontrollable circumstances of his upbringing and events in his life. I don't think that Rufus is a cruel person by nature, he was simply brought up to be the best and to win at all costs. It was probably drilled into his head from a young age by his father that he must be ruthless and strong so that he could one day take over the company, teaching through example- something that later came back to bite his father in the ass. Another thing to consider is his family life. He deeply resents his father, who was probably not around during most of Rufus's childhood. We also see no signs of Rufus having a mother, who is probably deceased. Lack of love in his family could have pushed him to be uncaring and to hide his emotions so that he won't be hurt.
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