“What it is exactly that circulates”: Affective value, re/production, and rhetorical exchange

Abstract

Revising Marxist theories of circulation with affect theory, this article establishes a new model of rhetorical analysis that positions rhetorical exchange as a circulatory infrastructure of late capitalism. By measuring the value produced by rhetors and audiences in rhetorical exchange, we can see how the daily rhetorical activity of neoliberal subjects captures our behavior, positioning us a raw material for late capitalists. This new theory of rhetorical circulation is tested and revised by a qualitative study on the mundane communication of neoliberal subjects, in this case, the group chat of one fantasy football league. Fantasy football communication creates an ambient backdrop for its users, leading to quotidian rhetorical exchanges in clearly defined social networks. The study shows the contours of rhetorical exchange in one league's GroupMe chat. I found that, in exchange, subjects transform their investments into social and cultural capital (Bourdieu's capital forms). Ultimately, subjects can produce what I call affective capital, a uniquely neoliberal capital form. I find that the immense value of affective capital produced by league members in rhetorical exchange points to the reasons why neoliberal subjects repeatedly return to platforms that harvest our data.