The discourse is not just a message to be deciphered; it is also a product that we expose to the evaluation of others, and its value is defined in relation to other rarer or everyday products. The consequences of this linguistic market extend into the most ordinary exchanges of daily life. For language is not only a means of communication but also an indicator of wealth and a means of power. Social science must attempt to describe what, upon closer examination, is a piece of magic: one can act through words, commands, and slogans. Does the power that operates through words lie in the spoken or in the speakers?.