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12 cards from this deck
What the writer wants to achieve
What writer thinks & feels about subject
Language, tone, style, content
Authority & urgency, strong feelings
Casual, conversational attitude, reader engagement
Writer's emotional connection to subject
Writer's relationship with their subject
Shapes how writers express themselves & what's important
Formal, authoritative
Casual & inclusive
Analyse HOW they say it, not just what they say
Experts giving advice or peers sharing experiences
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