Abstract

This article aims to explain the behaviour of public intellectuals, celebrities, and media audiences in the construction of anti-emotional narratives in the online culture wars. In the investigation of how these narratives are constructed on YouTube, the article focuses on the rhetorical juxtaposition of rationality and emotionality surrounding the viral argument between public intellectual Sam Harris and Hollywood star Ben Affleck on HBO’s Real Time with Bill Maher, uploaded to YouTube. The video is an apt example of the positioning dynamics on YouTube, where an increased integration of media content with its context of reception unsettles the positioning process by which the authority of both intellectuals and celebrities is negotiated and culture war narratives constructed. In conclusion, the article reflects on the relationship between the increasingly affective nature of online communication and the simultaneous emergence of a strict dichotomy between rationality and emotionality in anti-woke culture war narratives.