Pub Date : 2018-05-04DOI: 10.1080/15362426.2018.1474055
Daniel Ellis
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Pub Date : 2018-05-01DOI: 10.1080/15362426.2018.1474047
W. Herring
ABSTRACT The first two decades of the eighteenth century saw the rapid growth of financial markets in Paris and London, growth due in large part to the appeal of newly available financial instruments. This essay examines that appeal in rhetorical terms and argues for the importance of conceiving finance rhetorically.
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Pub Date : 2018-05-01DOI: 10.1080/15362426.2018.1474051
Catherine Chaput
ABSTRACT This article studies Trumponomics as a brand that derives its economic and political purchase from the patterns of affective circulation opened up by the contemporary political economy. Because neoliberalism enables branding to both extract surplus wealth and appropriate surplus affect directly from consumers, it changes the rhetorical terrain. In this new landscape, Trump’s incoherent economic policies fade into the background as the production of his economic brand occupies the foreground. My argument theorizes affect within the labor theory of value, analyzes the Trump brand within that framework, and explores the implications of including affective value within the rhetorical toolbox.
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Pub Date : 2018-05-01DOI: 10.1080/15362426.2018.1474045
R. McDonald
ABSTRACT Incentives, economists remind us, are foundational to any economy: They include strategies to induce consumers to purchase products, motivate employees to work harder, or invite businesses to new localities. This textbook term, however, has not always been yoked to economic activity per se. This essay traces the history of the term “incentive” in two phases, first, from its origin in the Latin term “incentivum,” referring to “the thing that sets the tune,” and second, from its uptake and concretization by neoclassical economic thought through Jeremy Bentham, Alfred Marshall, and Paul Samuelson. In neoclassical economics, incentives “set the tune” of behavior by compelling rational economic action through the postulates of methodological individualism, equilibration, and utility-maximization. The terminological shift of “incentive” from its poetic origins into economic thought entails that “incentives” become an objective, univocal “thing” that embeds an argument about the dangers of actions that contravene market logics.
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Pub Date : 2018-05-01DOI: 10.1080/15362426.2018.1474050
C. Colombini
ABSTRACT Recently, rhetoricians have explored the potential of energeia to unfold new understandings of agency and highlight the mutability of rhetorical topoi. This article harnesses such potential to neoliberal rhetorical analysis, examining the “strategic default” debate that dominated the later foreclosure crisis. Tracing the constitution of a moralized binary distinction between intentional and forced default, I argue that the kinesthetic metaphor of “walking away” from underwater houses disciplines consumers while disclosing the latent potentiality for rational actors to abuse their power of choice. To counter this denial of agency, I draw possibilities for resistant practice from de Certeau’s theory of everyday life.
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Pub Date : 2018-05-01DOI: 10.1080/15362426.2018.1474048
Joshua S. Hanan, Jeffrey St. Onge
ABSTRACT In this essay, we provide a materialist analysis of Adam McKay’s 2015 film The Big Short. We contend that while, on one level, the film appears to be a celebration of several idiosyncratic traders on Wall Street who use rhetorical invention to outwit the industry, on another level, the film can be read as a genealogically informed account of the biopolitical relationship between the oikos and the polis and Main Street and Wall Street. We conclude by advocating for an account of the 2008 financial crisis that is sensitive to the historically overdetermined relationship among rhetoric, politics, and economic power.
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Pub Date : 2018-05-01DOI: 10.1080/15362426.2018.1474046
W. Saas
ABSTRACT This essay expands James Aune’s theory of the econo-rhetorical presidency to analyze how presidents define the U.S. fiscal situation. By “fiscal situation,” I refer to any rhetorical representation of the federal government’s ability to create and spend money, levy and collect taxes, and issue debt. Through historical analysis of the “balanced budget” topos in presidential discourse, I find that Presidents Carter through Obama tended to define the U.S. fiscal situation in austere terms, with balanced budgets figured as deontological goods unto themselves. I conclude by advocating for increased critical engagement with economic theory, generally, and theories of the U.S. fiscal situation, specifically.
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Pub Date : 2018-05-01DOI: 10.1080/15362426.2018.1474042
M. Longaker
In the 1980s, Deirdre McCloskey argued that economists should look beyond their mathematical formulas and their positivist methodologies. If “economic style appeals in various ways to an ethos worthy of belief,” then economists should “give up their quaint modernism and open themselves to a wider range of discourse... . [They should] examine their language in action and converse more politely with others in the conversation of humanity” (McCloskey Rhetoric, 11, 167). Much broader than her original “rhetoric of economics,” McCloskey’s recent “humanomics,” asks us to consider cultural as well as economic forces when investigating human prosperity (Bourgeois, 553–559). McCloskey’s humanomics is one example of the rhetoric of economics clearing the way for new scholarly efforts in the social sciences. The articles in this special collection move in another direction, towards rhetorical analysis and historical inquiry. Like McCloskey’s humanomics, the historical inquiry into rhetoric and economics is a worthy sequel to McCloskey’s pioneering efforts. Robert McDonald’s “From “Incentive Furie” to “Incentives to Efficiency,” or theMovement of “Incentive” in Neoclassical Thought,” for instance, rhetorically analyzes works by Jeremy Bentham, Alfred Marshall, and Paul Samuelson. Echoing McCloskey’s rhetoric of economics, McDonald suggests a modest disciplinary conclusion about the rhetorical constitution of economic science. He notes the “poetical” quality of incentives, their “call to act rationally,” and their rhetorically objectified constitution as “the desired object that provides the key to unlocking a universal analysis of social reality” (this issue). But, instead of drawing conclusions about the discipline of economics or rhetoric’s economic function,McDonald asks:What does poetically constituted “incentive” do in our common conversations and our daily deliberations? The “rhetoric of economics” was a critical inquiry, part of the larger Project on the Rhetoric of Inquiry that McCloskey and others began (1980) at the University of Iowa. McCloskey’s humanomics is a human science including cultural criticism, philosophical rumination, and statistical formulas. McDonald’s critical analysis of economic arguments is an historical inquiry into the local constitution and the specific function of public discourse. Like McDonald, the authors featured in this special issue share McCloskey’s two key insights. We all agree that economics is rhetorically constituted, and rhetoric is economically effective. But we attend to specific arguments, their rhetorical form, and their historical function.
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Pub Date : 2018-01-02DOI: 10.1080/15362426.2018.1419742
Arthur E. Walzer
The bouleutêrion (the council house or assembly hall) was the meeting place of the council of citizens in ancient Greece under democracy. The architecture of bouleutêria has been less studied than has the architecture of theaters and religious monuments. The standard study remains William McDonald’s The Political Meeting Places of the Greeks (Johns Hopkins University Press), published in 1943. The study by Christopher Lyle Johnstone and Richard J. Graff that follows here builds on McDonald’s work but analyzes bouleutêria from a distinctly rhetorical perspective: in “Situating Deliberative Rhetoric in Ancient Greece: The Bouleutêrion as a Venue for Oratorical Performance,” they study bouleutêria from the perspective of places of oratorical performance. Theirs is the first study of oratorical sites in ancient Greece that includes both computer-generated reconstructions of the sites, enabling scholars to evaluate sightlines, and technical acoustical analysis, permitting judgments of what was likely heard from particular locations in a particular bouleutêrion. The increased interest in the material conditions of oratorical performances among rhetoric scholars and the uniqueness of Johnstone and Graff’s approach led to the decision to devote virtually this entire issue to their study. The responses to Johnstone and Graff by two scholars, Peter O’Connell, Classics, University of Georgia and author of The Rhetoric of Seeing in Attic Forensic Oratory (University of Texas Press, 2017), and James Fredel, English, Ohio State University and author of Rhetorical Action in Ancient Athens: Persuasive Performance from Solon to Demosthenes (Southern Illinois, 2006) complement Johnstone and Graff’s study.
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Pub Date : 2018-01-01DOI: 10.1080/15362426.2018.1419746
James A. Fredal
The original research of Johnstone and Graff on the bouleuteria of ancient Greece and their physical and acoustic features will, I predict, have a significant impact on future work in the history of rhetoric. Of equal importance to me is their gathering together in one easy view the site plans and reconstructions—in some cases three-dimensional reconstructions and interior views—of Greek council houses. Though students of ancient Greek rhetoric will be familiar with the functions of the council house, this will be for most the first opportunity to view this collection of council-house plans and reconstructions in close proximity. This collection and arrangement of images constitute an argument for a deliberate and principled evolution in the architecture of council-houses, from the mid-sixth-century structures at Olympia (Johnstone and Graff, Figures 6–7c) and Athens (Johnstone and Graff, 1a and 1b) to the second-century curvilinear structures at Athens and Miletos (Johnstone and Graff, Figures 17a–21b). Their essay demonstrates nothing less than the invention of a specifically rhetorical space, parallel to the development of deliberative arenas like the Pnyx. We shouldn’t let the current ubiquity of the semicircular, banked theatral area obscure or diminish for us the significance of this invented spatial configuration and rhetorical technology. Today, this form is ubiquitous in lecture halls, movie theaters, playhouses, churches, and assembly halls around the world, but it was for the Greeks a significant achievement and a rhetorical one, as Johnstone and Graff’s essay makes clear. Its underlying purpose was the collection, arrangement, and display of a collectivity—the creation of a people—for mutual regard through political deliberation in service to the city. I mean here to invoke both constitutive rhetoric (Charland) and the social imaginary (Castoriadis). Rhetorical spaces like the council house were instrumental in constituting the polis as an imagined, known, and valued entity. The Greeks, of course, had a name for what Johnstone and Graff have brought together for us. They called something collected and arranged so that it could be easily or clearly seen in one view, eusynoptos. As a result of Johnstone and Graff’s essay, the historical development of the Greek council house as a distinctly rhetorical space becomes eusynoptos. I might then coin
我预测，约翰斯通和格拉夫对古希腊广场及其物理和声学特征的最初研究将对未来的修辞学史工作产生重大影响。对我来说，同样重要的是，他们将希腊议会大厦的场地规划和重建——在某些情况下是三维重建和内部视图——汇集在一起，形成了一个简单的视图。尽管学习古希腊修辞学的学生将熟悉议会大厦的功能，但这将是大多数人第一次有机会近距离观看议会大厦的规划和重建。这些图像的收集和排列为议会大厦建筑的蓄意和原则性演变提供了论据，从六世纪中期的奥林匹亚（Johnstone和Graff，图6-7c）和雅典（Johnstone and Graff，1a和1b）的结构，到二世纪的雅典和米莱托斯（Johnstone&Graff，表17a-21b）的曲线结构。他们的文章展示了一个专门的修辞空间的发明，与Pnyx等议事领域的发展平行。我们不应该让目前普遍存在的半圆形、倾斜的剧院区域模糊或削弱这种发明的空间配置和修辞技术的意义。如今，这种形式在世界各地的演讲厅、电影院、剧院、教堂和集会大厅随处可见，但正如约翰斯通和格拉夫的文章所表明的那样，这对希腊人来说是一项重大成就，也是一项修辞成就。它的根本目的是收集、安排和展示一个集体——一个民族的创造——通过政治协商相互尊重，为城市服务。我的意思是在这里引用构成修辞（Charland）和社会想象（Castoriadis）。像议会大厦这样的修辞空间有助于将城邦构成一个想象中的、已知的和有价值的实体。当然，希腊人对约翰斯通和格拉夫为我们带来的东西有一个名字。他们把收集和安排的东西称为eusynotos，以便在一个视图中轻松或清晰地看到。由于Johnstone和Graff的文章，希腊议会大厦作为一个独特的修辞空间的历史发展变成了eusynotos。然后我可以硬币
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