“Enter RUMOUR, painted full of tongues”: Virality and the Dangers of Rhetoric
Over the last few weeks, I’ve explored the relationship between early modern fears of rhetoric and their relevance in our political climate. Thus far, I’ve focused on a specific kind of rhetoric, the anti-media rhetoric of President Trump, drawing parallels between his words and Henry II’s famous statement “will no one rid me of this troublesome priest.” This week, I want to look at a different kind of inflammatory rhetoric that I argue has an equally vivid parallel to the early modern sphere: rumor and viral speech.
In our increasingly connected social lives, it becomes very easy for viral fictions to take on lives of their own and when these fictions are spread carelessly, they can produce very real consequences. Thus far, I have looked at medieval, early modern and contemporary issues of inciting rhetoric with easily identifiable points of origins and causes. This week, I want to look at what we do when the source of violent or inflammatory rhetoric is more diffuse.
In early modernity, the most consistent image of rumor was drawn from the Greco-Roman tradition, the figure of Fama. Most famously pulled from Virgil, she (and Fama is almost always gendered feminine) was a feathered monster with multiple eyes, tongues and ears to represent the multiplicity of her voice and her ability to hear and see all. She was capricious, such as in Chaucer’s The House of Fame, where she arbitrarily assigned glory and ignominy to those who seek her. She was a figure always kept at a distance, allowing other allegorical personages such as the wind or the crowd to spread the news, both true and untrue, for her.
Later, her image would be invoked in works by early modern playwrights such as Shakespeare and Ben Jonson, who saw rumor as a source of unease and anxiety, particularly in the climate of state repression that defined much of the Elizabethan political world. While I discussed earlier that Shakespeare and his contemporaries had few populist rhetoricians, they did use the figure of rumor to express a fear concerning what word and language could incite when the crowd was taken in by its sway.
I bring this up because the viral qualities of the internet, particularly its decentralized amplification of any and all voices, makes the image of Fama particularly relevant in our contemporary moment. On December 4th, 2016, a man carrying an assault rifle entered into a Washington, DC, pizzeria and fired shots, with the intent of freeing a number of children he believed to have been held captive in the restaurant. No such children existed, but a well-circulated conspiracy theory surrounding the restaurant alleged that it was at the center of child-trafficking/pedophilia ring/satanic cult tied to Democratic presidential nominee Hillary Clinton and her campaign manager John Podesta.
While the origins of the conspiracy theory, dubbed “Pizzagate,” are likely tied to a specific white-supremacist Twitter account, the virality of the conspiracy placed it within the aether of the internet, endlessly cycling through permutation after permutation, becoming increasingly convoluted with each passing version. While the theory has been extensively debunked, its presence lingers in a number of later conspiracy theories surrounding the death of Seth Rich, the figure of QAnon and others. Each of these share a common thread: an accusation of criminal behavior, leveled against a major public figure, to incense rage.
I bring this up in relation to the early-modern concept of rumor because, like rumor, these viral conspiracy theories and the rhetoric that informs them are characterized by lacking a central point of origin. Fama exists, in part, to give form to the idea of rumor and scandal, rather than allowing it to exist as a shadow in the crowd. While the early moderns didn’t deal with virality in the same way that we understand it, there is a present unease with the capacity of dangerous or harmful rhetoric to catch fire and spiral out of control without the need of a Marc Antony or even a Jack Cade. Likewise, it seems as if part of the strength of an alt-right conspiracy theory like Pizzegate lies in its diffuseness. Rather than originating from a single source, it becomes part of a “wisdom of the crowd” and it can be shaped and reshaped as the present moment demands and as we have seen, it can be retrofitted into other conspiracy theories to construct a grand narrative of truth.
What interests me about these theories from the perspective of someone who studies the political applications of rhetoric is the way that the incited violence reads as a wholly unintended side-effect. Marc Antony and Henry II had very specific targets in mind when they spoke to their followers and there is little doubt that they intended that violence be done. These conspiracy theories, on the other hand, seem more intent on using rhetoric to construct a sense of purpose, a feeling of justified rage against an evil political other rather than a call to specific action against a target. Even though the original Pizzagate theory notes a specific crime and location, the revelation that someone believed this enough to take direct action feels shocking in a way that we don’t read into the story of Henry II, whose intent to cause violence is taken as a given.
This is the danger posed by virality and its relationship to rhetoric, as Pizzagate seems to have been picked up not by individuals who legitimately believed the accusations, but those who understood its rhetorical usefulness as part of a massive disinformation campaign near the waning moments of an election. There was never a movement to free children from a Satanic cannibal cult, because those individuals who pushed the theory seemingly knew there were no children to be freed, but at least one person didn’t and that was all it took to create a near tragic standoff.
This is certainly not the vision of Fama that Virgil, Chaucer or Shakespeare would have imagined, but it is useful to think of the degree to which the underlying anxiety remains constant. Rhetoric can be a powerful tool to persuade when it is purposeful, it can be a powerful tool when it used carelessly, and it can be a powerful tool when it isn’t clearly being used for anything at all. While we as modern political subjects confront politically inflammatory rhetoric in a very different light than early modern audiences would have, many of the fears and anxieties persist. I hope that this series of posts has begun to shed light upon the echoes of contemporary political anxiety we can see in the narratives and fictions of the early modern world.
Evan Hixon is a PhD student in English at Syracuse University. His research centers on early modern British drama and political writing, with an emphasis on Shakespeare, Marlowe and Jonson. His dissertation examines representations of spies and informants in the works of early modern English dramatists.