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How to write readable academic prose

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The purpose of writing is to transmit ideas, says Andrew Johnson, professor of Holistic Education at Minnesota State University, Mankato, not to show the reader how much you know about a particular subject. "I approach articles and books as if the reader knows nothing," he said. "I enter a teaching mode, trying to make things as simple as possible. I have to bring my ideas to the reader. I'm not famous enough for the reader to come to me."

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