In short...Joules per second could be VA, could be VAR, could be Watt. It depends on which of the three electrical components you are defining the product of current through and the voltage across.So you want to redefine the Joule?
A Joule per second is a Watt which power, not apparent power.
Take a reactive load like a capacitor.
The current it takes times the applied voltage gives it's VA.
Ignoring losses (a close approximation at power frequencies), there will be no power and thus no Watts. It will consume no Joules of energy in any one second period.
In short, in an AC circuit, Joules per second is not VA.
Electrical Engineers need to distinguish which type of Power we are talking about (Real, Reactive, Apparant), so we have come up with the VA, VAR, Watt units of measure. But we could also say Joules/sec inductive, Joules/sec capacitive, Joules/sec resistive.
From my Physics and Circuits Textbooks:
p = vi W
for resistor p=Ri**2 W
for inductor p=Li(di/dt) W
for capacitor p=Cv(dv/dt) W
Integration of the above equations results in the energy generated/absorbed by the device and its unit of measure is the Joule.
We could also call it Beer Liquid, Beer Foam....but that's another story.