Branded Bodies, Rhetoric, and the Neoliberal Nation-State

Branded Bodies, Rhetoric, and the Neoliberal Nation-State, by Dr. Jennifer Wingard,explores how neoliberal economics has affected the rhetoric of the media and politics, and how in very direct, material ways it harms the bodies of some of the United States’ most vulnerable occupants. Wingard explains how the state uses certain bodies that will never be accepted as citizens as an underclass in service of capital, and explores how those underclassed “bodies” are identified through branding. By showing how brands are assembled to create affective threats, this bookarticulates how dangerous the branding of bodies has become and offers rhetorical strategies that can repair the damage to bodies caused by political branding.