This paper discusses self-reference in the text, in order to examine its rhetorical intentions, and the writing strategies it offers an author. Following a brief introduction, the first section deals with definitions, and classifies self-reference "markers." The second section discusses intentions and self-reference, while the third section deals with the persona and model reader. Self-reference and text-segmentation are the focus of the fourth section, while the fifth section discusses text-graphics and self-reference. The sixth section deals with self-reference and text-replication, while the seventh section discusses self-reference as metacognition and includes students' self-exercises. Modeling aspects of self-reference is the topic of the eighth section. Eight figures and 25 notes are included. (SR)