20th Century ethnographic sensibility is grounded on peculiar episteological and discoursive conventions, i.e. a relativist concept of culture and what J. Clifford calls an ethnographic subjectivity. These conventions give rise to a "modernist" (on analogy with m odernist art and literature) style of cultural representation, codified in the textual genre of ethnographic onograph. In recent years, however, modernist genre is largely questioned, since it seems unable to grasp the coplexity of real ethnographic encounters. Anthroploogists are developing an increasing reflexivity and rhetorical awareness, which seems to suggest new "post-modern" styles of ethnographic writing.