To overcome our division and our guilt, we look for ways in which our interests, attitudes, values, experiences, perceptions, and material properties are shared with others, or could appear to be shared. As Burke sees it, the human need to identify provides a rich resource for those interested in joining us or, more importantly, persuading us. A key part of Burke's mission in writing is that we understand the processes by which we build social cohesion through our use of language. Thus, Burke sees in processes such as identification, the working out of the daily mundane processes of social life, as well as the larger, significant choices that may lead to our corporate destruction or salvation. Burke's concept of identification needs to be seen within the context of his understanding of language as symbolic action.
Human beings are actors.
Using language is one way of acting in the world, and for us to act by using language is our most defining characteristic. Humans act by using language that is purposeful and that conveys our attitudes. It is the associating process, whereby individuals persuade others, or themselves, that they share important qualities in common, that is the focus of the present discussion. In this paper, several dimensions of Burke's understanding of identification by common ground are illustrated by reference to public response following the death of Princess Diana in August of 1997. At the time of her death, individuals in England, the U.S., and elsewhere were interviewed as part of a week of unprecedented television coverage.