This paper outlines Susan James’s analysis of Spinoza’s conception of practical imagination. It argues that there are three problems with her account. 1) The historical location James gives for the supposed shift away from rhetorical communication to egalitarian reasoning is problematic. 2) James uses the term ‘persuasion’ to describe both rational argumentation and rhetorical appeal to emotion as their genus or common denominator. 3) She relies on the traditional opposition between rhetorical capture of the mind through emotionally charged images and (...) empowerment of the mind through reasoning. (shrink)