| Abstract: | The speed, scale, and shape of digital circulation pose numerous challenges for rhetorical analysis that seeks to analyze image-texts in context. This paper develops a framework for the rhetorical analysis of Internet memes through the concept of modes. Analyzing memes requires a shift in focus from the actual (texts and contexts) to the virtual (the capacities for affect and affection structuring an encounter). What makes such memes recognizable and, hence, circulable is a shared, virtual mode structuring all subsequent actualizations. The examination of Fail/Win demonstrates that the analysis of modes can be assisted by a number of rhetorical concepts as long as modes are understood as collective, emergent expressions. It also shows that the Fail/Win mode is better understood not as the representation of specific rhetors but, instead, as an expression of control society that advances both a dystopian view of humans reduced to performing rote operations and a utopian, ideological gesture promising that success remains possible nevertheless. |
