PRONUNCIATION: (ree-OL-uh-jee)

MEANING: noun: The study of the deformation and flow of matter.

ETYMOLOGY: Coined by Eugene C. Bingham (1878-1945), professor of chemistry, inspired by an aphorism of the philosopher Simplicius of Cilicia: “Panta rhei” (Everything flows). From Greek rheo- (flow) + -logy (study). Earliest documented use: 1929.

GHEOLOGY - the study of clarified butter

RHETOLOGY - the study of the effect of the wind on the US Civl War

SHEOLOGY - the Feminine Mystique, explained