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| The listener,viewer, or reader of a text. Most texts are likely to have multiple audiences |
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| an acknowledgment that an opposing argument may be true or reasonable. In a strong argument, a concession is usually accompanied by a refutation challenging the validity of the opposing argument. |
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| meanings or associations that readers have with a word beyond its dictionary definition, or denotation. Connotations are usually positive or negative, and they can greatly affect the author's tone. |
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| the circumstances, atmosphere, attitudes, and events surrounding a text. |
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