Non-constitutive Rhetoric: Or the Banality of Control

I prepared this paper for the forthcoming National Communication Association conference for a panel on affect. As with a much academic writing, I followed fairly strict disciplinary constraints; in this case, I am bridging rhetorical theory and advances in affect studies from other fields. The argument is not terribly original, though I make a few important distinctions that weed out inadequate interpretations of affect and establish the political stakes of affect theory (from a Marxist perspective). I will cut out roughly 3/4 of the material (to about 1200 words) to reduce it to a 10 minute talk.

My purpose today is to update the rhetorical studies theory of subjectivity. I argue that ‘affect theory’ should replace the older psychoanalytic model of interpellation. To concretize my argument, I analyze banal rhetoric; namely, the cybernetic subjectivity produced by “stock listings, currencies, corporate accounting, national budgets, computer languages, mathematics, scientific functions, [and] equations” (Lazzarato, Signs and Machines, 80).

Before I dive in, let provide you with a short preview of my argument. I begin by considering an essential axiom of critical rhetoric theory: “rhetoric produces subjectivity.” The prevailing theory is that subjectivity is an ideological effect of an implied audience (Charland, “Québécois”; Delgado, “Chicano Movement”). The most popular explanatory mechanism is interpellation, which draws on Jacques Lacan’s psychoanalytic theory of symbolic mediation (Althusser, “ISA,” 162). I argue that this model is no longer appropriate, for as Eugene Holland argues, “what Althusser actually describes is not the ideological constitution of the Subject, but only of the citizen” (“Schizoanalytic Critique”). The consequence of my argument is that rhetoricians explaining subjectivity through interpellation limited their focus to the State and relations of obedience/disobedience.

Second, I explain how banal rhetoric reveals modes of subjectivity beyond the citizen-subject. My claim is that rhetorical power now “speaks, communicates, and acts ‘assisted’ by all kinds of mechanical, thermodynamic, cybernetic, and computer machines” (Lazzarato, Signs and Machines, 29). I analyze “the language of infrastructures” to show how rhetoric solicits subjectivity without constituting a people or even addressing a subject (Pasolini, Heretical Empiricism, 63; Lazzarato, Signs and Machines, 61). As such, I do not celebrate affects as a challenge to abusive power; rather, I follow in the footsteps of Frédéric Lordon, who argues in Willing Slaves of Capital that joyous affects are the very means of our contemporary exploitation.

Lastly, I suggest two consequences from studying banal rhetoric: one, artifact selection need not be tied to rhetoric that hails “the people,” invokes an identity, or provides a symbolic program of action (McGee, “The People”; Charland, “Peuple Québécois”; Delgado, “Chicano Movement”); and two, the political search for rhetorical resistance need not emerge from distinct counter-publics or out-law discourses (Warner, Publics and Counter-Publics; Sloop and Ono, “Out-Law Discourse”).

Briefly restating my roadmap: I begin by discussing interpellation, continue with a discussion of affect, and end with the consequence an affect theory of subjectivity for future scholarship. Continue reading “Non-constitutive Rhetoric: Or the Banality of Control”

Today’s Task, Nov 14, 2015

Identify and build the coincidence between an anti-fascist response to the Paris attacks and solidarity with black struggles against the American university.

On the one hand: the Paris attacks are obviously the work of a fascist ideology. Identifying it as fascism usefully illustrates the inadequacy of national responses, as they share the common cause of ethnic chauvinism. Digging deeper, it also reveals the hidden aporia of humanism, which harbors the liberal fascism of recognizing only those who believe in the project of univeralism as part of the universal.
Continue reading “Today’s Task, Nov 14, 2015”

Three New Publications

Krzysztof Kieslowski: I’m So-So…(1998) dir. Krzysztof Wierzbicki

Three new publications:
> “Philosophy, Science, and Virtual Communism,” Angelaki 20(4): Link, Liberated
> “The State, Concept not Object: Abstraction, Empire, Cinema, ” parallax 21(4): Link, Liberated
> “Confronting Connectivity: Feminist Challenges to the Metropolis,” Communication and Critical/Cultural Studies 12(5): Link (live Nov 19), Liberated.