{"title":"“What it is exactly that circulates”: Affective value, re/production, and rhetorical exchange","authors":"Kelin Loe","doi":"10.1016/j.compcom.2024.102865","DOIUrl":null,"url":null,"abstract":"<div><p>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.</p></div>","PeriodicalId":35773,"journal":{"name":"Computers and Composition","volume":"73 ","pages":"Article 102865"},"PeriodicalIF":0.0000,"publicationDate":"2024-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Computers and Composition","FirstCategoryId":"1085","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S8755461524000422","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Arts and Humanities","Score":null,"Total":0}
引用次数: 0
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.
期刊介绍:
Computers and Composition: An International Journal is devoted to exploring the use of computers in writing classes, writing programs, and writing research. It provides a forum for discussing issues connected with writing and computer use. It also offers information about integrating computers into writing programs on the basis of sound theoretical and pedagogical decisions, and empirical evidence. It welcomes articles, reviews, and letters to the Editors that may be of interest to readers, including descriptions of computer-aided writing and/or reading instruction, discussions of topics related to computer use of software development; explorations of controversial ethical, legal, or social issues related to the use of computers in writing programs.