Developments in the analysis of linguistic variation show the need for a theoretical model whereby variants are viewed as cognitively-based communicative choices. In this book, the analysis of the first and second grammatical persons in Spanish media discourse illustrates an approach to linguistic structure and usage as motivated by the need to create meaning at all semiotic levels. Rather than mere sets of deictic forms, persons constitute arrays of functional strategies used by speakers to develop certain representations of themselves and others. The degree of salience attributed to some participant through grammatical configuration - including features like person, way of formulation and syntactic function - strongly