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‘If you see [blank], say [blank]’


 The September 11 terrorist attacks emerged as a turning point on security standards, contouring many aspects of
 public life ever after. Two decades later, the see something, say something campaign stands as one of the New
 York City trademarks. Its ubiquity across subway platforms intends to raise public awareness by transferring security
 responsibilities to the general public.
 Language is neither innocent nor merely instrumental, any more than is not neutral. This paper disentangles the
 construction of something in the current context, where the elusive definition of terrorism has enabled distorted
 perceptions of risk and certainty. The paper adopts a multimodal critical discourse analysis, focusing on the campaign’s use of
 ambiguity and its lexical and semiotic choices. Ultimately, it intends to crystallize how language resonates with a broader
 preemptive and never-ending War on Terror rhetoric while paving the way to further analyze the activation of the target of this
 campaign: you.