In this paper, I develop and defend a novel account of Moore’s paradox, which locates its source in self-reference. The main insight comes from Gareth Evans’s discussion of Transparency, which says that a normal person takes p to be directly relevant to the truth of “I believe that p.” It has been noticed by many philosophers that Moore’s paradox is closely related to Evans’s Transparency. However, Evans’s claim that Transparency is constitutively related to self-reference has received relatively little attention from (...) those philosophers. I claim that once we get the two links straight and join them, a novel and plausible account of Moore’s paradox emerges. According to this account, the absurdity involved in Moore’s paradox is traceable to a constitutive relation between Transparency and self-reference. Asserting “p but I do not believe that p” sounds absurd, because the use of “I” indicates that the subject thinks of the individual referred to as herself, while her failing to conform to Transparency implies the opposite. (shrink)