One of the serious problems of our age is the question of how scientific information, which is largely the product of special tools of investigation, shall be communicated to the non-specialist world. A few sciences operate in fields of theory so abstract that they can create their own symbology, and most of what they transmit to the public will be in the form of highly generalized translation. But there are other sciences whose very success depends upon some public understanding of what they are trying to solve, and these are faced with peculiar problems of communication. None are in so difficult a position as social science. The social sciences have been, since their institution, jealous of their status as science, and that is perhaps understandable. But their data is the everyday life of man in society, and naturally if there is an area of scientific discovery upon which the general public should be posted, it is just this one of the laws of social phenomena. Caught between this desire to remain scientific and the necessity of public expression, most social scientists are in a dilemma. They have not devised (and possibly they cannot devise) their own symbology to rival that of the mathematician and physicist. On the other hand, they have not set themselves to learn the principles of sound rhetorical exposition. The result is that the publications of social scientists contain a large amount of conspicuously poor writing, which is now under growing attack.[155] Some of these attacks have been perceptive as well as witty; but I feel that no one has yet made the point which most needs making, which is that the social scientists will never write much better until they make terms with some of the traditional rules of rhetoric. I propose in the study which follows to ignore the isolated small faults and instead to analyze the sources of pervasive vices. I shall put the inquiry in the form of a series of questions, which lead to cardinal principles of conception and of choice. I