The “Because Science” meme as virtual commonplace

ABSTRACT Recent scholarship in virtual rhetorics has demonstrated that we must abandon static notions of place if we wish to account for the rhetorical effects of internet memes and other forms of virtual argumentation. However, displacing virtual rhetorics entirely effaces grounds for collective political action, particularly political resistance organized in virtual environments such as internet forums. We can restore this crucial grounding, without sacrificing an orientation to circulation, by treating memes as commonplaces in a topological framework. A commonplace approach to virtual rhetorics further revivifies for us the essential virtuality of Aristotle’s original topical doctrine. This interanimation of current and classical rhetorics is dramatized via a case study of the ironic reversal of political polarity in the “Because Science” meme.