In class on Tuesday we discussed the possibility the terministic screens do more than alter and reflect our perceptions (Burke 45). Although they carry associations that help us identify, they also act as a strategy when put into action (Burke 53-54). To explore (and better understand) the depth of terministic screens I looking at their strategical application within our episteme.
https://www.youtube.com/watch?v=lUtnas5ScSE
This commercial by Chipotle is using terministic screens to put their audience into a mindset that will support their corporation. They are strategically using terministic screens (manipulatively) to shape the perspective of their audience, by evoking certain associations. We see the scarecrow embody the hard-working American. They present this archetype as unhappy, unfulfilled and acting as part of the problem (which is this case is the inhumane treatment of animals and corporate America). It brings the audience to a place of sadness and disgust and the shows them an alternative: Chipotle. Casting Chipotle as the right choice, the good alternative that we should chose. Aligning with Chipotle is aligning with a humane and great company. This commercial uses screens to their advantage, taking advantage of their audience. A great parody showing many of the issues is : http://www.funnyordie.com/videos/da66b8f1aa/honest-scarecrow
This commercial by Chipotle is using terministic screens to put their audience into a mindset that will support their corporation. They are strategically using terministic screens (manipulatively) to shape the perspective of their audience, by evoking certain associations. We see the scarecrow embody the hard-working American. They present this archetype as unhappy, unfulfilled and acting as part of the problem (which is this case is the inhumane treatment of animals and corporate America). It brings the audience to a place of sadness and disgust and the shows them an alternative: Chipotle. Casting Chipotle as the right choice, the good alternative that we should chose. Aligning with Chipotle is aligning with a humane and great company. This commercial uses screens to their advantage, taking advantage of their audience. A great parody showing many of the issues is : http://www.funnyordie.com/videos/da66b8f1aa/honest-scarecrow
Then there is this commercial: https://www.youtube.com/watch?v=UEQW3mNO69I
This one uses the terministic screen that delves into our associations with “man’s best friend”. That relationship with our pets is exploited in this commercial to scare the audience into thinking the owner will not make it home. When he does (explaining to a dog that can’t understand him, that he had to stay at a friend’s since he was drunk) return, we find Budweiser to endorse drinking responsibly. Again terministic screens are used in a manipulative manner. This is not to say that this is the only application of terministic screens, or that it is always negative; this is simply the beginning of my exploration into one application.
This one uses the terministic screen that delves into our associations with “man’s best friend”. That relationship with our pets is exploited in this commercial to scare the audience into thinking the owner will not make it home. When he does (explaining to a dog that can’t understand him, that he had to stay at a friend’s since he was drunk) return, we find Budweiser to endorse drinking responsibly. Again terministic screens are used in a manipulative manner. This is not to say that this is the only application of terministic screens, or that it is always negative; this is simply the beginning of my exploration into one application.
If you have an example of how terministic screens are being used (both positive or negative) in our episteme, please share it in my comments!
It's really interesting to see you analyze actual examples of terministic screens being used to manipulate people in a concrete way. It makes me think of how the theory of terministic screens is being used against us everyday. It's not just connected to language, but to how we act and what we do, and the rationalization of why we do what we do. Every choice we make is because we think we see things a certain way. But stepping back and understanding that everything we know and experience is through some kind of preconceived idea is really important to understand.
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