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Nobody has given a proper explanation of what <em> and <strong> are vs <i> and <b>.
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On that issue, I always use em and strong for everything, since I remember when i and b were deprecated on the web. The fact that they've brought them back doesn't fill me with confidence.
While I understand there may be some subtle difference between em and i, it has to be admitted that even to italicise a book title is a form of emphasis. In any case, we should be using the cite tag for things like that, not that I ever do. The bottom line is that italic emphasises. I'm not going to sit there and sort out various gradations of difference in that emphasis when those who make the rules can't even leave old tags in the bin.