The article discusses issues related to rhetoric and reflexivity. Theorists in various fields of inquiry have long been aware that reflexivity is an important and pervasive phenomenon, beyond logic and philosophy of language, and beyond the discipline of philosophy itself. Their investigations have led, in turn, to the deeply disturbing understanding that the logical aporia in the so-called Liar's Paradox actually informs many of the knowledge or truth claims that are found at the very root of the most fundamental theories. As the disruptive and potentially paralyzing effects of a relentless self-turning in theoretical and textual practices become grimly clear, a spectrum of strategies is being proposed for their containment. There could be good as well as bad reflexivity and an indiscriminate promotion or suppression of self-reference does not make much sense. Since the form of reflexivity is basically the same in all cases, it is futile to try to pass value judgments on the basis of a formal or logical analysis.