CHAPTER 5Setting the Agenda: Focusing on What Really Matters

Now that we’ve covered in detail the important first step of getting on significant others’ radar, it’s time to introduce the idea of salience-agenda. Basically any time someone opens his or her mouth in the presence of another interlocutor, the struggle begins for establishing salience for any particular issue and establishing the agenda. Tune in to any station on the radio or TV at any time, from ABC News to Charlie Rose to Fox and MSNBC, and the salience-agenda is often immediately apparent: essentially whatever is being talked about.

You could, of course, also be standing in line at the grocery store and see the phenomenon in action: Shopper #1 is going on about the outstanding ...

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