New in softcover. Hardcover was published in 2023. The author integrates the pragmatic view of cooperation and the cognitive view of egocentrism and emphasizes that both cooperation and egocentrism are manifested in all phases of communication, albeit to varying extents. SCA places equal importance on the social and cognitive individual factors in pragmatics. The author claims that while (social) cooperation is an intention-directed practice that is governed by relevance, (individual) egocentrism is an attention-oriented trait dominated by salience.