Writers try to persuade readers by presenting an image of themselves in their writing that will gain their readers’ confidence. This image must be created indirectly, through the arguments, language, and system of values and beliefs expressed or implied in the writing. Writers establish credibility in their writing in three ways:

Test for knowledge.

Writers demonstrate their knowledge through the facts and statistics they marshal, the sources they rely on for information, and the scope and depth of their understanding. You may not be sufficiently expert on the subject yourself to know whether the facts are accurate, the sources are reliable, and the understanding is sufficient. You may need to do some research to see what others say about the subject. You can also check credentials — the writer’s educational and professional qualifications, the respectability of the publication in which the selection first appeared, and reviews of the writer’s work — to determine whether the writer is a respected authority in the field. For example, King brings with him the authority that comes from being a member of the clergy and a respected leader of the Southern Christian Leadership Conference.

Test for common ground.

One way writers can establish common ground with their readers is by basing their reasoning on shared values, beliefs, and attitudes. They use language that includes their readers (we) and qualify their assertions to keep them from being too extreme. Above all, they acknowledge differences of opinion. You want to notice such appeals.

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King creates common ground with readers by using the inclusive pronoun we, suggesting shared concerns between himself and his audience. Notice, however, his use of masculine pronouns and other references (“the Negro . . . he,” “our brothers”). Although King addressed his letter to male clergy, he intended it to be published in the local newspaper, where it would be read by an audience of both men and women. By using language that excludes women — a common practice at the time the selection was written — King may have missed the opportunity to build common ground with more than half of his readers.

Test for fairness.

Writers reveal their character by how they handle opposing arguments and objections to their argument. As a critical reader, pay particular attention to how writers treat possible differences of opinion. Be suspicious of those who ignore differences and pretend that everyone agrees with their viewpoints. When objections or opposing views are represented, consider whether they have been distorted in any way; if they are refuted, be sure they are challenged fairly — with sound reasoning and solid support.

One way to gauge the author’s credibility is to identify the tone of the argument, for it conveys the writer’s attitude toward the subject and toward the reader. Is the text angry? sarcastic? evenhanded? shrill? condescending? bullying? Do you feel as if the writer is treating the subject — and you, as a reader — with fairness? King’s tone might be characterized in different passages as patient (he doesn’t lose his temper), respectful (he refers to white moderates as “people of good will”), or pompous (comparing himself to Jesus and Socrates).