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“This head is for the beast. It’s a gift.” (8.224)
The head is intended as a gift for the beast, but later it becomes a manifestation of the beast itself. The boys therefore make the beast real, give it shape and form by means of their violent actions.
“I expect the beast disguised himself.”
“Perhaps […]. We'd better keep on the right side of him, anyhow. You can't tell what he might do.”
The tribe considered this; and then were shaken, as if by a flow of wind. The chief saw the effect of his words and stood abruptly. (10.142-143)
Jack uses the boys’ fear as a means to control them.