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ART, I think it's both/and. The context is crucial, but so is the choice of words you use in a given context. "I love you" means something in one context (after great sex with a significant other) and something different in another (to an acquaintance who has done you a favor). However, the words do matter. Imagine the same contexts with different words ("I'm hungry", for example, or "thanks - see you later") and the meaning is radically different. The words do matter as much as the context.
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"If ten million people believe a foolish thing, it is still a foolish thing."
- Anatole France
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