Advances in the History of Rhetoric May 2018

Trumponomics, Neoliberal Branding, and the Rhetorical Circulation of Affect

Catherine Chaput

Abstract

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.

Journal
Advances in the History of Rhetoric
Published
2018-05-04
DOI
10.1080/15362426.2018.1474051
CompPile
Search in CompPile ↗
Topics
place and space affect and writing

Citation Context

Cited by in this index (0)

No articles in this index cite this work.

Cites in this index (4)

  1. Stormer et al. (2017)
    Thinking Ecologically About Rhetoric's Ontology: Capacity, Vulnerability, and R…
    Philosophy & Rhetoric
  2. Collins (2014)
    The Second Amendment as Demanding Subject: Figuring the Marginalized Subject in…
    Rhetoric & Public Affairs
  3. Hill (2014)
    The Rhetorical Transformation of the Masses from Malthus’s “Redundant Populatio…
    Advances in the History of Rhetoric
  4. Chaput (2010)
    Rhetorical Circulation in Late Capitalism:
    Philosophy & Rhetoric
Also cites 12 works outside this index ↓
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    Constitutive Rhetoric: The Case of the Peuple Québécois
    Quarterly Journal of Speech  ↗
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     ↗
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    Trumponomics: Should We Just Say ‘No?’
    Challenge  ↗
  5. Greene (2005)
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CrossRef global citation count: 7 View in citation network →

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