Market Affect and the Rhetoric of Political Economic Debates

Catherine Chaput’s Market Affect and the Rhetoric of Political Economic Debates places an affective and rhetorical emphasis on the vexatious question that she argues plagues the academic Left: Why is the capitalist mode of production so much more successful than its alternatives? Capital’s hegemony, the book argues, stems from its foundational theorists’ capacity to adroitly articulate the public’s bodily affects toward its regime of private property and wage labor. By contrast, its critics, be they revolutionary or reformist, are caught in a series of rhetorical traps or oversights that neglect the affective dimensions of capital, and hence are incapable of mobilizing effective (and affective) countermovements. She writes, “The market is an affective force that influences rhetorical action by linking bodily receptivities to economic persuasion. The market feels real because it is the nominalization we give to the very real affective energies circulating throughout our lived experiences” (2). To prove this...