Salience is the state or condition of being prominent. The Oxford English Dictionary defines salience as "most noticeable or important." The concept is discussed in communication, semiotics, linguistics, sociology, psychology, and political science. It has been studied with respect to interpersonal communication, persuasion, politics, and its influence on mass media.
Semiotics
In semiotics (the study of signs or symbolism), salience refers to the relative importance or prominence of a part of a sign. The salience of a particular sign when considered in the context of others helps an individual to quickly rank large amounts of information by importance and thus give attention to that which is the most important. This process keeps an individual from being overwhelmed with information overload.
Discussion Meaning can be described as the "system of mental representations of an object or phenomenon, its properties and associations with other objects and/or phenomena. In the consciousness of an individual, meaning is reflected in the form of sensory information, images and concepts." It is denotative or connotative, but the sign system for transmitting meanings can be uncertain in its operation or conditions may disrupt the communication and prevent accurate meanings from being decoded. Further, meaning is socially constructed and dynamic as the culture evolves. Each has their own frame of reference, which leads to divergence of sensibilities and true richness in diversity. So the salience of data will be determined by both situational and emotional elements in a combination relatively unique to each individual. For example, a person with an interest in botany may allocate greater salience to visual data involving plants, and a person trained as an architect may scan buildings to identify features of interest. A person's world view or Weltanschauung may predispose salience to data matching those views. Because people live for many years, responses become conventional. At a group or community level, the conventional levels of significance or salience are slowly embedded in the sign systems and culture, and they cannot arbitrarily be changed. For example, the first thing seen in a poster may be the title or picture of a face.
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