Sometimes you say things with a smile with the precise intention of making it clear that you are not being serious, and are only kidding. If I salute a friend with a smile and say, "How are you, you old scoundrel!" clearly I don't really mean he's a scoundrel.
Umberto EcoA writer writes for writers, a non-writer writes for his next-door neighbor or for the manager of the local bank branch, and he fears (often mistakenly) that they would not understand or, in any case, would not forgive his boldness.
Umberto EcoWhen the writer (or the artist in general) says he has worked without giving any thought to the rules of the process, he simply means he was working without realizing he knew the rules.
Umberto EcoCertainly, light fiction exists and encompasses mysteries or second-class romance novels, books that are read on the beach, whose only aim is to entertain. These books are not concerned with style or creativity - instead they are successful because they are repetitive and follow a template that readers enjoy.
Umberto Eco