It’s becoming a genre unto itself: the call by scholars of the Middle Ages to invigorate their fields by reaching out to new audiences. In the latest example at The Chronicle of Higher Education, medievalist and English professor Christine Schott asks an evergreen question—”[h]ow can literary scholarship make a claim for its value when its product reaches only the other members of its own narrow field?”—and writes with candor about her work:

Of course I have an interpretive argument about the marginalia I study, and I do not wish to abandon that side of the field either. I am reasonably capable of dressing up my theories about material culture, genre, and self-writing in fancy vocabulary, but I maintain that they are no smarter for being decked out in academic regalia. And when it comes down to it, I don’t want to write scholarship that my friends and nonacademic peers cannot understand.

Schott plucks a painfully abstruse passage from a 1993 book about literary theory and boils it down to a lovely, clear, informative sentence—a rare skill. I’ve considered the rebuttals by humanities scholars who claim that specialized fields need their own patois, and since my career isn’t at stake, I can say that I find those defenses bunk; you can dazzle your colleagues with rarefied terms without writing in a style that makes the rest of us laugh out loud. Schott is wise to be sensitive to outside perceptions:

When I talk to fellow scholars, I might frame my work as “the study of paratextual material in late medieval vernacular scribal culture.” Even I hate the sound of that sentence. Let me offer, instead, the version I gave my Aunt Bea, who once ventured to ask me what I work on. I told her, “I study the things that people wrote in the margins of books in medieval Iceland.” When I said that, Aunt Bea wasn’t exactly impressed, but she did understand exactly what I meant. Actually, what she said was, “They give Ph.D.s for that sort of thing, huh?” A familiar response from anyone who, like my aunt, works in a nice, practical field like nursing. And yet I get excited by a reaction like hers, because that is a teaching moment.

Schott’s solution is “to write even our scholarly work for a popular audience.” That’s a great idea—but why be so conservative? After all, professionalism hasn’t smothered her joy:

I always launch into a litany of the wonderful things one finds in the margins of Icelandic manuscripts: poetry, proverbs, complaints (my pen is dull, I didn’t get enough fish to eat, my wife is mad at me and it’s not my fault — all real examples). Part of the value of my work as I see it, then, is simple translation: “nu kolnar mér á fingrunum” means nothing to most people. But “my fingers are getting cold” is both transparent and so delightfully human that people often comment on how un-foreign these complaints sound. I don’t think you should have to get an advanced degree to enjoy these little glimpses into long-forgotten lives.

Look at that: the enthusiasm that makes non-scholars light up, the humanism they crave but can rarely describe, and the simple eloquence of someone who is uniquely suited to give them both.

“When I suggest changing our target audience,” Schott writes, “what I’m really talking about is marketing, and we are rightly suspicious of treating intellectual pursuit as a commodity.” Those of us who’ve migrated from academia to writing and the arts understand those concerns. I get tired of hearing that we can’t be only writers anymore, that we need to become experts at marketing and branding. Call it advocacy, then; no one else is standing by to champion us, and clearly there are ways to do it that don’t cheapen your work. Heck, more than two million American teenagers have had a blast with poetry because a former Kool-Aid marketing executive knew when to stop taking and how to start doing.

And so my humble advice to medievalists is this: stop talking about hypothetical outreach and do something. Write a book for a trade press. Spin your scholarly insights into poems. Produce a podcast. Start a blog. Make YouTube videos or Vines or a novelty Twitter account. Stage a play. Lecture at your local Osher center. Pitch articles to trendy media outlets like NPR or The Atlantic. Translate texts for non-scholars. Give the good work of strangers the attention you wish your own were receiving. You decide where to draw your own line. After you stare down a few frowning peers, the way is less fraught than you think: You won’t make enough money to fret about your soul, and you’ll compromise your scholarship only if you pander to your audience or fail to beguile them with the promise of much larger worlds.

I’ve written before that if the circles of scholars, writers, and artists overlapped more than they do, we’d all benefit. Professor Schott sees that we’re in danger of entombment in our own narrow niches:

What is literary scholarship for if not to aid readers in appreciating, understanding, interpreting, and questioning the literature that they encounter? In writing for a tiny coterie of specialists, we may achieve great heights of intellectual pursuit, but we are generally preaching to the choir. If we are not content with our society turning into a post-literary world, then we have some proselytizing to do, to people like my Aunt Bea. That is not marketing, that is teaching.

Indeed it is, and I hope Schott will share her enthusiasm wherever she can. The right blend of scholarship and passion can hearten the rest of us with all the thrilling alchemy of art.