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It mean to establish how a statement or discussion proceeds -- for example, will it take an objective tone, a moral tone, or an emotional tone -- and what the scope of its expression will be.

As an example, the public response to a new law could be support, or concern, or even outrage, and how the response is presented could determine how the lawmaking body would then react, or whether they would react at all.

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Q: What does 'set the right tone' mean?
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