Abstract

Kevin Musgrave's Persons of the Market: Conservatism, Corporate Personhood, and Economic Theology breaks novel ground in rhetorical studies by unspooling the historical evolution and contemporary significance of a phenomenon so seemingly worldly as corporate personhood. This robust transdisciplinary conversation on economic theology is suasive in arraying its theoretical and methodological provisions for discerning how notions of the sacred are vouchsafed in the secular formations of modern economic life. And too, Persons of the Market is cogent in advancing the claim that by attuning to political economy's theological inheritances, critics can enter into a generative grappling with Western capitalist and racial power in the era of juridical personality.Corporations are people too. If this provocative, vexatious, and even baffling refrain of the neoliberal public sphere is an obvious exigence for this study, then Musgrave pierces its roots by using personhood to rethink historical relations among Christian theology and liberal capitalism. Departing from a common account of political economy, which looks to secularization to explain how an economic order founded on market rationality displaced the sovereign and divine right of kings, his hermeneutics traces “the gradual process of the emergence of a new social imaginary that occurs in and through theological grammars, not against them” (xiv). When we discern how such grammars historically authorize the capitalist order, we discover new relations of persons—between the person of Christian theology and that of political economy; between human and corporate personhood; among the person and an array of human and nonhuman, racialized, social and political, earthly and divine bodies; and more. To re-see political economy as relation rather than negation of theological thought, Musgrave situates the contending legacies of economic theology by taking Foucaultian biopolitics as a theoretical vocabulary for critiquing political liberalisms from within; then repairs against Foucault's atheistic framing with Agamben's reinstatement of the theological; then, finally, works from the current consensus in humanities studies that, one way or another, economic theology must inform political economic critique. Enfolding rhetorical dispositions—Black's cognizance of subjectivity, Burke's socioanagogical sensitivity—within a genealogical approach inflected by Nietzsche as well as Foucault, he offers economic theology as a register of meaning-making. It bears noting that this attunement does not seek “a unified and clear development of its conceptual basis in the teleological or dialectical unfolding of capitalist logic or in the concerted efforts of a unified bourgeois stratum” (xvi). Rather, by accenting rhetoric's ontological and material dimensions, it strives to grasp how notions of corporate personhood are seeded theoretically, supported juridically, and sustained politically in complex, even haphazard rhetorical dances between the theological and the secular, the religious and the rational.How do corporations become persons? In a quick synopsis: When courts rule that for legal purposes they are persons, and social and political worlds fall in line. Prior to, within, and beyond juridical decision-making, the bizarre corporation-to-person becoming has discursive and intellectual co-requisites. Before anything, corporate personhood incubates in the fecund environs of liberal political and economic thought, ripening in rhetorical traditions that—from Roman slave law to Trinitarian doctrine, from Adam Smith to Roberto Esposito—gradually economize the theological heredity of personhood with the recombinant genetics of self-ownership as a contractual right. From this mutative embryonic nurturing, a corporation assays to capture in studied succession the key thematic attributes of personhood: a Body, a Soul, a Voice, and a Conscience. Locating each acquisition at a chaotic yet formative juncture of U.S. political economic history, Musgrave narrates something like the four-stage tour of a body snatcher, the piecemeal making of a Frankenstein, but in this case, the suturing of the animate form strangely does not yield a monster. Quite the contrary, it refigures an entity “once understood as a monster of capital, an alien, and even a worm in the entrails of the nation” (45) as a normative model of personhood so elegant that corporeal persons can only aspire.The Body is, first, seized from the conflicted terrain of the expansion of industrial capitalism in the mid-late nineteenth century. The corporation wrested embodiment from the incorporation conflicts that, emerging around the development of commerce and the amalgamation of actual corpora in the body public, claimed the Chinese laborer as embodied host for rising racio-economic anxiety: “If the nation was civilized, Christian, prosperous, and pure—that is to say, white, in all of its coded language—how could it incorporate a people that was deemed biologically incapable of reaching these statuses?” (29). Musgrave's impressively detailed analysis shows how the corporation, once anathema in Jacksonian democratic sentiments, sails to legal protection thanks in large measure to the theologically-soaked rhetoric of one eventual Supreme Court justice, Stephen J. Field. Through two cases that laid jurisprudential ground for the landmark 1886 Waite Court ruling that corporations are persons under the 14th Amendment, Field liberalized corporate law vis-à-vis the right of Chinese laborers. To be clear, these rulings were far less about protecting the laborer's right to safe and legal working conditions and far more about preserving the industry's right to exploit their productive capacities for profit. How are we not surprised? No synthetic fabrication, corporate corporealization requires the appropriation and expenditure of the actual material bodies of racialized persons. By marking the Chinese worker as “the racial other of the corporation” (51), these legalities stood the corporation as an embodied symbol of white Western capitalist rationality, securing its ascendancy through the symbolic hierarchies of personhood.The Soul is next, as early twentieth century Progressive activism placed the corporation in need of salvation. Musgrave's theologically-attuned economic rhetorical analysis finds early masters of mass communication turning to the cultural power of advertising not only to promote the corporation's commercial products but also to “personalize” the corporation itself. Merging Protestant convictions with free markets ideals, the new discourse of evangelical capital mobilized the “great parables of advertising” within secularized versions of Christian spiritual themes—shepherd and flock, confession, transformation, redemption—to renew the corporation as a “benevolent shepherd” (63), which could minister a lost public to salvation. Then it's Voice, as political antagonism toward the New Deal and the affects of the Cold War vitalized godly libertarian businessmen to better align Christianity with capitalism, launching a new wave of jurisprudential activity that granted the corporation legal voice.Lastly, Musgrave offers Conscience, as the nearly-personified corporation forges from the evangelical neoliberalism of Reagan, to the paleoconservative backlash, to Trump's successful rallying of conservatives around key issues of conscience—that is, “freedom from a godless and all-powerful state apparatus that polices language through a soft totalitarian discourse of political correctness on the one hand, and mandates that companies abandon their religious convictions in the name of state-sanctioned multiculturalism on the other” (140). With each successive acquisition, the corporation more fully realizes personhood, even as personhood is itself flattened and recast as “a mask that never fully adheres to the face that wears it” (3), reordered as a dispositif of techniques and technologies for systematizing biopolitical bodies.The operative claim of this book is that our best hopes for resistance against neoliberalism do not lie with rational persuasion. Rather, they depend on our capacity to enter onto an existential plane where we may query our theological commitments and convictions about human personhood. Rhetorical readers of many persuasions will appreciate this book's potential to incline critique and analysis in various directions, not least into further discussion of the intriguing possibility with which the book closes: the potential for rhetorical thinking on economic theology to instantiate more humane and democratic configurations of personhood by adopting a post-human humanist orientation to life as a gift. If “the cosmic and existential levels of economic theology” (175), as Musgrave argues, suffuse our public and political worlds, then scholars of communications and rhetoric indeed stand to gain by engaging them—as do scholars of economic theology, arguably, by inviting the contributions of communications and rhetoric. What new future may emerge for a rhetorical critique of economy that better apperceives how sacred and secular understandings of the person share affinity? What might economic rhetorical inquiry discover when it looks both at and beyond the clear-cut theologies of evangelical capital discourses? How might theological attunements that surpass Judeo-Christian adherences to also account for non-Western, non-white, and non-dominant belief systems open rhetorical studies to more diversely cultural knowledges of moral and market order, and thus better equip them for critique? Persons of the Market poses these questions; they are ours now to answer.