Formulates a middle-level theory that explains the process by which rhetroic is epistemic, using Foucault's notion of the discursive formation as a starting point. Discusses five theoretical units derived from Foucault--discursive practices, rules, roles, power, and knowledge--and relationships among them. Analyzes Disneyland, using Foucault's theory, and considers the theory's contributions to the debate on rhetoric as epistemic. (NKA)