ABSTRACT
We are always in a rhetoric. We may see those others in rhetorics not our own; if we do, they are likely to seem whimsical, odd, uninformed, selfish, wrong, mad, even alien. Sometimes, of course, we don’t see them at all—they are outside our normality, beyond or beneath notice; they don’t occur as humans. Often as not, we don’t see our own rhetoric; it is already normality, already truth, already the way to see existence. When we remark, as we have become accustomed to remark, that all discourse is ideological, we probably exclude our own. It is the truth, against which ideological discourses can be detected and measured.
