After the analysis of several types of underlying structures in previous chapters, we finally turn to the so-called ‘surface structures’ or expression level of race reporting, that is, its style and rhetoric. Style has to do with the choice and variation of the words journalists use when writing about minorities, and with the sentence patterns that organize these words. Style is the trace in the text of the personal opinions of speakers as well as of the social context of language use. Rhetoric, as understood here, deals with special verbal ploys, such as alliterations and metaphors, that help catch the reader’s attention, and which therefore are primarily used with a persuasive aim. An analysis of style tells us what the appropriate use of words is in order to express meaning in a specific situation or discourse genre. Rhetorical study tells us what the most effective way is when communicating our meanings and beliefs.