This chapter focusses on iconizing as a common strategy of academic writing. It argues that icons often emerge in those parts of writings where scholars take a stand within a theoretical or methodological framework or distinguish their work from other theories or schools of thought. The iconizing writing strategies are explained in a reading of Hans Ulrich Gumbrecht’s Production of Presence where he designs hermeneutics as the iconic theory and practice of attributing meaning. In doing so, he positions himself and his theory as an iconoclasm against the common-sense attitude towards works of art and culture. His method of iconizing consists of four main writing strategies: increasing of significance, contrasting pair of theories, creating a community of supporters of a theory, and addressing a specific audience. As a conclusion, the chapter discusses how analyzing the method of iconizing can change our understanding of discussion and debate in academia.