Hi Frank, at the risk of going off topic for this list there are several reasons for targeting non-specialists. Lindsay mentioned funding agencies to which I would add below.

At the Open University we have a general background interest in this as we do not have formal requirements for our courses. We also have goals including widening participation (to higher degrees) to which our VCs often say that we are very proud to: " break the insidious link between exclusivity and excellence".

There's also a related interest in promoting the public understanding of science which motivates us to develop BBC science content. Obviously, others do this too e.g. there's the Carl Sagan Award for Public Understanding of Science and the University of Oxford has a Chair in this. I also have a requirement as I'm asked to give more and more talks to non-technical audiences.


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