This volume examines the interplay between affect theory and rhetorical persuasion in mass communication. The essays collected here draw connections between affect theory, rhetorical studies, mass communication theory, cultural studies, political science, sociology, and a host of other disciplines. Contributions from a wide range of scholars feature theoretical overviews and critical perspectives on the movement commonly referred to as "the affective turn" as well as case studies. Critical investigations of the rhetorical strategies behind the 2016 United States presidential election, public health and antiterrorism mass media campaigns, television commercials, and the digital spread of fake news, among other issues, will prove to be both timely and of enduring value. This book will be of use to advanced undergraduates, graduate students, and active researchers in communication, rhetoric, political science, social psychology, sociology, and cultural studies.
Introduction: Heartfelt Reasoning, or why facts and good reasons are not enough
Part I: Theorizing Affect and/or Emotion
1. Three Paradigms of Affect: The Historical Landscape of Emotional Inquiry
2. Bridging the Affect/Emotion Divide: A Critical Overview of the Affective Turn
3. We Have Never Been Rational: A Genealogy of the Affective Turn
Part II: Affect in Rhetorical and Cultural Theory
4. Affective Rhetoric: What it Is and Why it Matters
5. White Nationalism and the Rhetoric of Nostalgia
6. They Believe Their Belief: Rhetorically Engaging Culture through Affect and Ideology
7. Governing Bodies: The Affects and Rhetorics of North Carolina’s House Bill 2
Julie D. Nelson
8. How Affect Overrides Fact: Anti-Muslim Politicized Rhetoric in the Post-Truth Era
Lara Lengel and Adam Smidi
Part III: Affect in the Mass Media
9. "Lee’s Filling―Tastes Grant!": The Affect of Civil War Archetypes in Beer Commercials
Lewis Knight and Chad Chisholm
10. Disgusting Rhetorics: "What’s the Warts That Could Happen?"
Jaimee Bodtke and George F. (Guy) McHendry, Jr.
11. Aestheticizing the Affective Politics of "If You See Something, Say Something"
12. Gratifications from watching movies that make us cry: Facilitation of grief, parasocial empathy, and the grief-comfort amalgam
Charles F. Aust
Part IV: Affect in 2016 U.S. Presidential Election
13. The Circulation of Rage: Memes and Donald Trump’s Presidential Campaign
Jeffrey St. Onge
14. Feelings Trump Facts: Affect and the Rhetoric of Donald Trump
15. Affect, Aesthetics and Attention: The Digital Spread of Fake News across the Political Spectrum
16. Meta-Sexist Discourses and Affective Polarization in the 2018 US Presidential Campaign