ABSTRACT
This chapter shows how an ethical subjectivity can be constructed via keywords instead of lemmas. It highlights how a different type of digital supplement can be used for revealing where a public sphere argument unravels, new atheism – the discussion forum underneath an online argument. The chapter then develops appreciation of the extent to which an argument's cohesive structure can be deconstructed because of collocation deficit. It is done by showing, in more detail than up till now, how deconstruction of local cohesive chains can have significant impact on global cohesive chains in a public sphere argument. Keyword analysis of the discussion forum following an online argument can help establish concepts which are habitually used in standpoint of the criticised (SotC). O'Neill structures his entire argument through a binary opposition: 'old atheism' = positive and 'new atheism' = negative.
