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As Michael Heim discusses in chapter three of The Metaphysics of Virtual Reality, the prefix hyper means "agitated"  or "pathological."  To comprehend hypertext, the mind of the reader must jump from one link to another, in a disorientating "agitated" manner.  Hypertext literacy involves the need to change one's paradigm of what it means to read.  The text is no longer presented in a logical, linear maner, but as a series of jumps that must be assembled  into a cohesive whole. So hypertext is inherently self reflexive, even from the basis of its definition.