Abstract Relevance is a universal function of communication by which humans innately attempt to balance processing effort with the cognitive effect of an utterance. Relevance theory informs the cognitive and rhetorical dimensions of reading a narrative by (a) defining the conditions under which a text will initially be taken as a narrative (emphasizing context selection, display, and tellability) and (b) delimiting the unmarked cases of the ur‐conventions for reading narrative (naturalization and progression). These ur‐conventions and the Cognitive and Communicative Principles of Relevance also ground claims about the role played by narrative in humans’ search for rationality and moral identity.

pletely unavailable to conscious introspection, as Mark Turner explains (247). According to Turner, the paradigm emphasizes the ties between meaning (hence semantics) and conventional cultural and structures, in contrast to the generative paradigm, which places these structures outside its area of interest (21). Turner insists that we are designed as a species to notice in consciousness not the obvious and unoriginal but rather the novel and nuanced, but that of language and literature are for the most part ... acts of the unconscious mind (43). These acts are based on conceptual connections [which] are disclosed in our patterns of reading and writing (149). A cognitive rhetoric should provide as complete a description as possible of what drives an audience's reaction in the presence of different kinds of texts as well as what basic needs and expectations in readers cause some kinds of texts to be produced and others, logically possible, not to exist in the literary universe. The cognitive rhetoric I'm suggesting treats the novel genre as a linguistic

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