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No longer does anyone simply type in a few HTML tags into edit.com and FTP it onto the internet.
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Like all experts, academics are used to speaking to a specialized audience. That’s true no matter their discipline, from sociology to geotechnical engineering to classics. When you speak to a niche audience among peers, a lot of understanding comes for free. You can use technical language, make presumptions about prior knowledge, and assume common goals or contexts. When speaking to a general audience, you can’t take those circumstances as a given.
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