Abstract
An explicit feature of the World Health Organisation's response to the COVID-19 pandemic has been to ensure that naming conventions, both for the disease itself and for the variants of its underlying virus, should not have a stigmatising effect on any one population or region. An implicit feature of this undertaking is the recognition that the relation between 'what is said' and 'what is heard' involves an ongoing and even generative tension that cannot be mapped following a defined set of coordinates. The reason for this, the following paper claims, employing the work of Barbara Cassin, is that there is a uniquely performative (epideictic) aspect to language - one that takes place in a uniquely non-globalised space whose extension remains unscripted or extemporised, a space that is often distended and sometimes localisable but ultimately indivisible. Such a space, this paper shows, is one oriented by an understanding of rhetoric whereby utterances obtain according to the actual use [chreia] or decisive moment [kairos] - as opposed to any definitive place [topos] - of what is said.