There is a rhetoric of knowledge, a characteristic way in which arguments, proofs, speculations, experiments, polemics, even humor are expressed. ...speaking or writing a subject is a performing art, and each subject requires a somewhat different kind of performance from every other. Historians, for example, do not speak or write history in the same way biologists speak or write biology. ...it is worth remembering that some scholars-one thinks of Veblen in sociology, Freud in psychology, Galbraith in economics - have exerted influence as much through their manner as their matter. The point is that knowledge is a form of literature, and the various styles of knowledge ought to be studied and discussed.