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Context & conversation

Relevance: the reader’s contribution

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I photographed this bridge in Lisburn, Northern Ireland – you have to ask: how big does this sign have to be? I can imagine each time it’s hit, they make a new sign, each one bigger than the last.

The problem is that all communication requires a contribution by the reader.

On your day off, driving your car, this sign does not address you. But if you forget that you’re driving a truck, it doesn't matter how big the sign is. It’s all about relevance.

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