Studies of binocular rivalry characteristically ignore the content of the discrepant patterns employed. To study the role of content, stereograms presenting an upright and an inverted photo of a man''s face were viewed by 12 Os. Results show that the upright face predominanted. Since the upright face is the more frequently encountered in every day experience, the results are interpreted as contradicting perceptual theories that consider sensory organization to be "whooly prior to, and independent of, content. Implications for Kohler''s treatment of perception are given.