This chapter examines prose style, with the aim of showing that good writing is a relative notion. Topics discussed include the craft of writing and the importance of clear and direct language in good writing. It is argued that all good writing requires a discernable logic and a degree of organization, cohesion, unity, and clarity appropriate to the subject and audience. What good writing shares — whether it is personal, impersonal, entertaining, or bureaucratic — is a control that creates audience confidence and authorial credibility. Thus, good writing is writing that is effective — writing that is convincing to a particular audience.
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