In 1996, New York University professor of physics Alan Sokal wrote a parody of an academic article he titled "Transgressing the Boundaries: Toward a Transformative Hermeneutics of Quantum Gravity." This parody escaped detection by the editors and was published in the journal "Social Text." Sokal outed his own hoax in the academic magazine "Lingua Franca", after which prolonged discussion about the hoax took place in both academic and popular venues. This article explores the rhetorical dimensions of Sokal's hoax, defining the hoax as a rhetorical genre, relating the Sokal hoax to some 19th-century American scientific hoaxes, explaining why this hoax inspired such intense reactions, and identifying some of the stylistic and the generic exaggerations. The impassioned discussion of this hoax may be explained by the dynamics of its rhetorical context, which drew in "Social Text's" editors as it flattered their professional vanity and revived the debate over the culture wars. But the textual dynamics of Sokal's hoax have been largely ignored, even though closer attention to genre, style, and argument might have prevented the hoax. Rhetorical understanding thus requires attention to both texts and contexts.