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This article reports that critical discourse analysis is today a paradigm of research that is firmly consolidated institutionally and increasingly viewed by researchers as a promising and exciting alternative to traditional research paradigms. Understandably therefore its advocates and practitioners no longer feel the need to explain to others what makes their approach different from, indeed preferable to, contending approaches. Much the same is true of the very phenomenon we call language. The individual languages that linguists put under their analytic microscopes are human products. And it is precisely because they are human creations that one can raise ethical/political issues in respect of them.