Rhetoric as an analytics of affective fabrics of digital culture
This paper presents a rhetorical study of the laborious and futile efforts to manage public feelings, politics and technologies. The main part of the paper consists of an analysis of a virtual department party held at the Department of Educational Anthropology at the Danish University of Education. The analysis shows how the ethos of different speakers, the pathos of the department public, and the logos of different utterances (in a broad sense involving multible semantic signs) emerges in specific social encounters in specific rhetorical situations under the influence of former encounters, power realtions, politics on multible levels and different technological settings. This analysis forms the starting point for a discussion of rhetoric as a relevant analytics of affective fabrics of digital cultures. The main focus af the discussion will be on rhetorical categories such as logos, ethos, and pathos, persona, the rhetorical situation and kairos, as well as on the ways in which echoes transmit between people and situations in specific social encounters, and how they set the temper of the situation and the horizon within which reactions are possible.