This work examines discourse analysis in terms of its theory and methodology and their empirical implementation. The linguistics of discourse is seen as being based in action theory. A multilevel discourse analysis model is developed as methodology. With reference to the example of the bioethical discourse surrounding stem cell research, the author shows how keywords, metaphors and the topoi of argumentation are positioned and semantically fixed in the context of ideological argumentation and how this leads to a perspectivized construct of reality.