How we write reflects directly on what we write.

Hammersley on writing ethnography: (Chapter 9)

"It is not enough to prove 'evocative' or 'rich', in its descriptive detail... it is equally important that the ethnography should display and demonstrate the adequacy of its methodological and empirical claims".

Loflands criteria in evaluating qualitative research:

Criterion of use of generic conceptual framework, i.e., the extent to which the particular subject matter of the ethnography is located in wider conceptual frameworks? It is not enough to report particular stories or events. Successful interweaving of local and general.

Criterion of novelty: not that all ethnography seats on completely novel framework, but a successful text will show how ideas are being developed, tested, modified or extended. "The text will not be evaluated positively if it achieves no more than a chronicle of events in a particular setting.

It should be 'eventful', i.e. , endowed with concrete interactional events, incidents, occurrences, episodes, anecdotes, scenes and happenings in the real world. The analytical claims need to be 'grounded' or anchored in particularities of observed life. But it shouldn't be over eventful, though.

They also mention that, like any other text, the ethnographic report should be written with an audience in mind. They alert to the fact, however, that it is impossible to please all audiences.