The first edition of this book gave some simple advice: ‘Write for your reader; use a clear form of English, avoiding jargon, slang, pomposity, academic complexity, obscurity …’
It pointed out that modern English has a rich and varied history and it noted: ‘The strongest influence on the way we speak and write is undoubtedly American. In the global village of satellites and computers it is in American rather than English that nation speaks unto nation.’ Twenty years later, in a media world where the technology changes every five minutes, that looks like an understatement.
But something else is obviously going on as well.
Under the headline ‘OMG, Cupid — this is the written ...