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Man and woman are the persuading animals. There is no overriding issue more important in most people's daily life, life's pleasures and all of political matters than persuasion. Many, if not most, matters are wholly related to persuasion, defined in this work on the Agenda-Spin theory, as the struggle of people to determine for their chosen audiences: 1. What we talk about and 2. What it means. Persuasion is not the only determinant in life, and there are some matters mostly outside of persuasive control, such as congenital illness, physical attacks, weather, death, etc. Even these, however, will have elements of choice and certainly vary in spin and/or interpretation. This work, unlike virtually every other work on this topic, examines persuasion as within the power of the persuader, not as the result of inexorable demands of reality, except in the cases listed above
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