When discussing what can and cannot be considered digital rhetoric in class on Tuesday, I found the lines to be a little fuzzy. In the blog article we read for class, multiplayer games like “World of Warcraft” were considered digital rhetoric while other visual media like YouTube videos could not always be classified as digital rhetoric.
Still, I find the Chipotle Scarecrow campaign, a multi-faceted campaign, an effective example of digital rhetoric. Through the use of a game, a short film, and facts, Chipotle aims to educate people about healthy alternatives to processed food, animal confinement, and the use of toxic pesticides in our food supply.
I know that the first time I watched the short film, I was shocked at how sad an animated film of animals could make me feel. The film uses scarecrows as symbols of those interested in healthy and safe food production methods and industrial giant “Crow Foods” as a symbol of the corporations exploiting animal and human safety to make money in their food production. In this dystopian fantasy world, the scarecrow seeks to provide an alternative to these unsustainable ways of processing food (and offers Chipotle as a leader of that movement).
The video, in combination with the game, is an effective, affective, and interactive way for Chipotle to send a strong human interest message. Chipotle’s exigence is clear: if the video and game is able to invoke the emotional response it did in me in other customers, they will be able to make a significant social change.