The 10/40 Window, as a compelling rhetorical vision for some American evangelicals, has been a stimulus to give agency to a generation of missionaries, but there is reason for suspicion, because this view of the world does not square with some other things that we know about the world and because it resonates so well with the American political discourse of the last decade and a half. Like all rhetoric, it is compelling within a certain linguistic and cultural reality. Outside those bounds, the concept may make sense or may confuse or anger those living in other realities. How does a term like this spread so fast, and what is the process by which it is linked to other concepts to form a particular rhetorical vision of the world?
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