Rhetoric Society Quarterly Aug 2019

The Rhetoric of Energy Darwinism: Neoliberal Piety and Market Autonomy in Economic Discourse

Emma Frances Bloomfield Bloomfield College

Abstract

Energy Darwinism is a metaphor used in economic discourse that proposes markets will naturally become greener and cleaner as fossil fuel costs increase. Influenced by Kenneth Burke’s dramatism, I perform a close reading of the metaphor to analyze its presence in two Citigroup reports. Based on this reading, I argue that the Energy Darwinism metaphor anthropomorphizes markets as acting subjects whose economic autonomy should not be violated and supports the cleansing of industry’s environmental sins. These features of Energy Darwinism construct what I call neoliberal piety, which frames environmental restoration not as inherently valuable but as a by-product of economic success and technological progress. The Energy Darwinism metaphor provides an important case study for analyzing contemporary energy discourse, the rhetorical obstacles that prevent imagining sustainable futures, and the ways we might rework neoliberal assumptions in service of those sustainable futures.

Journal
Rhetoric Society Quarterly
Published
2019-08-08
DOI
10.1080/02773945.2019.1634831
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Topics
modern rhetorical theory rhetorical criticism discourse analysis qualitative research
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Cited by in this index (4)

  1. Rademaekers (2025)
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  4. Smith (2020)
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CrossRef global citation count: 22 View in citation network → Build reading path →

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