Olfactory ethics cause ire

Academics have long been accused of jargon-filled writing that is impossible to understand. 

A recent cautionary tale was that of Ally Louks, a researcher who set off a social media storm with an innocuous post on X celebrating the completion of her PhD. 

If it was Ms Louks’s research topic (“olfactory ethics” —the politics of smell) that caught the attention of online critics, it was her verbose thesis abstract that further provoked their ire. 

In two weeks, the post received more than 21,000 retweets and 100m views. 


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