I have my own tentative answer: we might call a style literary when it is as important to the writer (and maybe to the reader) as the content is; when it not only conveys the writer's meaning but is artful in itself; at its best, when it is so original that it constitutes the writer's signature.
Literary technique can, of course, be abused. The annual Bad Writing Contest (http://www.bulwer-lytton.com/2010.htm) showcases writers who are skilled enough to turn "literary" writing on its ear (speaking of bad metaphors). My latest favorite writer, Joseph Caldwell, should be given the Grand Prize for his hilarious parody of "beautiful" writing in The Pig Did It, in which a pompous but lovelorn writing teacher (of course) has come to Ireland to grieve:
“His stretch of beach would be deserted. His solitude would be inviolate, his loneliness unobserved and unremarked except by the sea itself. There would, of course, be gulls, there would be curlews. He would hear their shrieks and watch the curve of their spread wings riding a current of air so rarefied that only a feather could find it. Perhaps there would be cormorants and, if he was lucky, a lone ship set against the horizon. There would be squalls and storms, crashing water, and thundering clouds. Lightning would crack the sky. Winds would lash the cliffs and—again, if he was lucky—rocks would be riven and great stones thrown into the sea. Then he, Aaron McCloud, would walk the shore unperturbed, his solitude, his loneliness, a proud and grieving dismissal of all that might intrude on his newly won sorrows.”
I won't enumerate the techniques used here except the one that creates the humor: the stretching of each image or sound effect just far enough that it screams--and we are screaming with laughter. That Caldwell is a master of literary writing is apparent even while we're laughing at his joke. I'll read one of his serious novels next.
For more on The Pig Did It, including another great passage, go to: http://bookwomanjanreviews.blogspot.com/2011/01/pig-did-it-by-joseph-caldwell.html
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