Address the content

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About
In debate, a request to "address the content" or "address the substance" is in order whenever a debater has attacked an argument in a way that does not actually address that argument.

A number of frequently-used rhetorical deceptions and logical fallacies have this effect, including the following:
 * acorn tossing -- making random provocative statements in order to throw the discussion off track
 * ad hominem -- attacking the speaker rather than what the speaker said (the content)
 * appeal to calmness -- focusing attention on a claim that the speaker is upset, rather than addressing what they said
 * argument by contradiction -- reasserting one's own position without substantiation
 * dismissive statement -- negating the speaker's argument without addressing it
 * straw man -- attacking a position associated with the speaker's position but which is not currently under discussion
 * topic shifting and other forms of changing the subject