CSS/HTML: What is the correct way to make text italic?

You should use different methods for different use cases:

  1. If you want to emphasise a phrase, use <em>.
  2. The <i> tag has a new meaning in HTML5, representing “a span of text in an alternate voice or mood”. So you should use this tag for things like thoughts/asides or idiomatic phrases. The spec also suggests ship names (but no longer suggests book/song/movie names; use <cite> for that instead).
  3. If the italicised text is part of a larger context, say an introductory paragraph, you should attach the CSS style to the larger element, i.e. p.intro { font-style: italic; }

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