ABSTRACT This article proposes rhetorical hegemony as a new materialist intervention into the production of alternative political economic futures. It problematizes contemporary theories of hegemony that assert affect as beyond rhetorical engagement, suggesting that these accounts fail to produce viable political economic alternatives because they use, but do not reinvent, the prevailing affective relations. Turning to and extending Foucault's middle and late work to forge a different model, the article discusses rhetorical hegemony as the entangled relationships between materiality and power. (...) In conversation with other contemporary theories, it argues for a practice of rhetorical hegemony that materially recapacitates energetic potential and, consequently, the milieu. The article ends by outlining the rhetorical, political, and intellectual implications of this shift. (shrink)

In lieu of an abstract, here is a brief excerpt of the content:Rhetorical Maneuvers:Subjectivity, Power, and ResistanceKendall R. Phillips and James P. ZappenA sense of subjectivity as fluid, dynamic, and multiple has become almost orthodox throughout the humanities. The widespread influence of poststructural thought has seemingly routed earlier Enlightenment notions of a unified, transcendent subject and opened the door for critical approaches to the numerous and changing manifestations of human subjectivity. The fluidity of the human subject, however, is not without (...) its bounds or constraints. Indeed, the same line of poststructural thinking that served to de-center the Enlightenment subject, especially the work of Michel Foucault, also stipulated that the subject was positioned by larger formations of discourse over which they had limited if any control. These two sides of poststructural subjectivity—its fluidity and its positioning—establish not so much two divergent approaches, but the two poles between which the human subject can be thought to operate. In turn the two poles of the apparent fixity of the subject position and the seeming fluidity of the subjectivity manifested within that position suggest the kind of productive tension through which we are simultaneously limited and enabled by the discourse formations within which we operate and against which we, at times, resist.This productive tension between the multiplicity of the subject and the singularity of the subject position has, of course, been the focus of numerous inquiries. In his later work, Foucault attended to the processes by which the subject makes itself an object upon which work might be done and urged a more aesthetic approach to the continuous crafting of the self.1 Along similar lines, Judith Butler has conceived of the subject in terms of its performativity and the ways that the "I" is crafted through numerous and fluid citations of existing power relations. Conceived in this way, the notion of the "self" is a constantly changing object crafted and re-crafted out of the points of identification provided in the exterior fields of power and knowledge. These points of identification, in turn, provide symbolic anchors by which a subject is moored, at least temporarily, into a particular subject position within which they become identifiable and intelligible in terms of the broader formation of discourse. [End Page 310]In addition to posing a serious challenge to Enlightenment philosophy, this conception of the self as fluid and dynamic presents some vexing questions concerning the practices of self and the capacity of a subject to offer any meaningful challenge to the formations of discourse that constitute its existence. As Butler puts the problem, "The paradox of subjectivation (assujetissement) is precisely that the subject who would resist such norms is itself enabled, if not produced, by such norms" (1993, 15). The theoretical concerns over the relationship between agency and subjectivity also impact upon a series of political questions surrounding the nature and possibility of identity politics and recent debates concerning the importance and efficacy of gaining "recognition" as a political move.2 Whatever one's position within such debates, it is clear that the question of subjectivity and its concomitant questions of subjectivation and agency must be addressed in order to conceive of any kinds of democratic politics.The question of the subject, then, clearly entails broad philosophical and political implications. Rhetorical scholars have entered this conversation with a particular concern for the practices that both constitute and challenge the constitution of the self and many of these scholars have attended specifically to the points of friction between prescribed positions in which a subject is constituted and the dynamic nature of subjectivity as performed. Following from the works of Foucault, Barbara Biesecker (1992), for instance, urges attention to the canon of style as a crucially rhetorical element in the processes by which the individual negotiates relations of power, knowledge, and subjectivity. In a similar vein, Bradford Vivian draws from the works of Gilles Deleuze and Felix Guattari to suggest that rhetoricians recognize "that the self may be conceived as a form—a rhetorical form—that exists only in its continual and aesthetic creation, in its indefinite becoming" (2000, 304). The indefinite nature of this becoming is, for both Vivian and Deleuze and Guattari, a politically crucial insight into the ways that... (shrink)