The eastern sages, and to be specific I'll now take the teachings of Ramana Maharshi, point out that anything we point to as ourself is an object of consciousness and therefore can not be the subject that is aware of it.
If I can write a program that can refer to itself and even invoke itself with different parameters, why can't my mind do the same thing?
But if what you meant was that, lingusitically, the referent is not the referenced, then that is true. As Jar says the map is not the territory; the model isn't the reality; the word is not the object.
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