In this paper, I argue that the academic conversation surrounding Lloyd Bitzer's theory of the rhetorical situation has not taken into account the social implications that arise from the theory, given the unique historical moment of global capitalism. One reason for this gap may be that the academic discussion has focused too much on the rhetorical situation's constituent of exigence. In an effort to move beyond the existing academic conversation regarding the rhetorical theory, I intend to reevaluate the theory of rhetorical situation in terms of what the theory is capable of doing and what the theory should do given the social and economic order of the present state of global capitalism. Ultimately, I hope to revitalize the rhetorical situation and show how it can be an extremely useful rhetorical theory given the economic and social order of global capitalism.