Rhetoric, in our time, has fallen on abject and humiliating circumstances. It is now associated, for the most part, not with research but with fraud, poverty, and the humanities. We cannot afford those connotations; we must have others: bold scientific research, emerging syntheses, new paradigms, wealth, rigor, power, truth. […] Apparently, we must toss a handful of earth on the memory of the discipline of rhetoric -- sit tibi terra levis -- and prefer, in its place, a modern name for our project, perhaps something like "cognitive social science." (Mark Turner)