Form as Content,or, It's All Style

How we say what we say is a part of what we say. In this sense, the form and the content of a statement are inseparable. Style matters semiotically as well as aesthetically. These three assertions are supported by a series of examples from a wide range of verbal and non-verbal sports-historical texts. In accordance with the post-modernist emphasis on reflexivity, several of my examples are taken from my own efforts to ‘do’ history.