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demonstrate excellent writing and quality control, serve as key client/author liaison,
champion key therapeutic areas, be responsible for managing your projects and successfully
delivering outputs, instruct/mentor other medical writers, and have an appreciation of the
nuances of publication planning, strategy and implementation. Yes, you will be conversant
with the many and varied tasks of a scientific, medical communication professional.
We are a dynamic and rewarding company to work for, with excellent benefits and an informal, friendly and vibrant work
environment. Please email your CV to [email protected],
or alternatively, visit www.ubc-envisiongroup.com for the latest career
opportunities.
STRICTLY NO AGENCIES.
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Special
retro edition
by Adam Jacobs
and contradictory statements. The lecture was

This edition of journal watch fails to bring
videotaped and subseq uently shown to 2 similar
you the latest developments from the medical
groups of professional educators.
literature, but rather looks back to times gone
by, when there were nonetheless some fascinatD espite the nonsensical nature of the talk,
ing papers published. One of the papers I shall
most of the educators gave favourable responses
write about here, from 1 9 7 3 , is apparently a
in their feedback q uestionnaires, and none of
true classic, but as I had never heard of it
them realised that the lecture was not genuuntil recently I thought perhaps that other TW S
ine. Although there are some limitations to
readers might also be unfamiliar with it. S o
this study, particularly the lack of a control
today I bring you 3 thought-provoking papers
lecturer ( we dont know how the group of educapublished between 1 9 7 3 and 1 9 8 0 . They share
tors would have rated a genuine lecturer) , the
a common theme of telling us some unsettling
authors conclusions that student satisfaction
things about the way we perceive written ( or
scores are inluenced more by style than by
even spoken) descriptions of research.
substance seems perfectly plausible, a worrying
On to the irst paper then, published in 1 9 7 3 thought as I write this on U K general election
day.
by N aftulin et al, which describes an ex periment known as The D octor F ox L ecture [ 1 ] . The
As an aside, I have my suspicions that I may
authors were all educationalists, who were inhave sat through a repeat of this ex periment
terested in the effectiveness of teaching and
earlier this year when I listened to an utterly
how it is measured. Although it was common for
incomprehensible lecture on the philosophy of
educators to be assessed by having students
research ethics review, as regular readers of my
complete satisfaction q uestionnaires ( and inblog will know [ 2 ] .
deed still is) , N aftulin et al were concerned
that student satisfaction with a speciic teachAnother paper, published in 1 9 8 0 by Armstrong,
ing encounter is a poor measure of how much
followed on from the D r F ox ex periment by instudents actually learned, being more inluenced vestigating whether the same effect was appliby the charisma or popularity of the lecturer
cable to the written word. Armstrong summarthan by the effectiveness of the lecture conised the D r F ox hypothesis as follows: An
tent. They wondered whether not only students,
unintelligible communication from a legitibut also professional educators, would be simimate source in the recipients area of ex pertlarly inluenced. They thus described the hyise will increase the recipients rating of
pothesis of their study as follows:
the authors competence. H e then went on to
point out that the purpose of scientiic writing
G iven a suficiently impressive lecture parashould, looked at rationally, be to communicate
digm, an ex perienced group of educators parknowledge, but that this conlicts with a desire
ticipating in a new learning situation can feel
for scientific writing to increase the writers
satisied that they have learned despite irprestige if unintelligible writing is rated by
relevant, conflicting, and meaningless content
readers as being more impressive.
conveyed by the lecturer.
H e investigated this by 2 separate methods.
To test this hypothesis, they embarked on what
F irst, he took a sample of 1 0 management joursounds like a tremendously fun piece of renals, and rated each one for readability using
search. They recruited a professional actor,
the F lesch reading ease test. H e then deterinvented an impressive-looking C V for him that
mined the prestige of each journal by asking a
made him appear to be an ex pert on the applic
sample of 2 0 academics in the ield to give each
ation of mathematics to human behaviour, gave
journal a rating. H e found a signiicant corhim the name of D r. M yron L . F ox , and had him
relation between the complex ity of writing and
deliver a lecture to a group of professional
the prestige of the journal.
educators from the ields of psychiatry, psychology, and social work, as part of a conferR ealising that one possible ex planation for the
ence designed to help them become more effecresults was that more prestigious journals hantive educators of other health professionals.
dle more complex topics, req uiring more comH is lecture was on the topic of M athematiplex language, Armstrong then went on to test
cal G ame Theory as Applied to P hysician E du- his hypothesis with a further ex periment. H e
cation. N aftulin et al coached him in how to
took the conclusions sections from papers in
deliver the lecture and handle the subseq uent
4 management journals, and rewrote them to
q uestion and answer session with an ex cessive alter their readability scores without affecting the content. H e produced both simpliied
use of double talk, neologisms, non seq uiturs,

! "#$% &$' (''%$$

)*+,-./ 0.123
and more complex versions for each passage. H e ideas. The introduction and methods sections of
the manuscript were identical in all cases.
then asked academics to rate the competence of
the research described in the articles. B ased
The reviewers ratings of the manuscript were
on 3 2 responses, he found that passages written
signiicantly affected by the content of the
in a simpliied style were rated of signiicantly
results section. C rucially, there were signiilower competence than the others, despite the
cant differences in the reviewers ratings of
way in which he had controlled for the nature
the methods sections, despite identical methof the research described.
ods in all versions of the manuscript. As you
This makes depressing reading for medical writ- have probably guessed by now, reviewers rated
the methods as being of better q uality when
ers. As medical writers, we are trained to
the results supported their pre-ex isting bewrite in a style that is straightforward and
liefs. N ot only that, but the reviewers were
easy to read. Although this is a good way to
more likely to recommend such manuscripts for
communicate information, it is actually not a
acceptance in the journal.
good way to impress your readership, who may
be more impressed if you write in a more comM ahoneys paper shows very clearly that peer
plex and less easily understood style. P erhaps
reviewers of papers are just as susceptible to
this ex plains a phenomenon that I m sure most
cognitive biases as anyone else, a fact that
medical writers have ex perienced when a docuprobably doesnt come as a great surprise to
ment comes back with a clients edits, many of
most medical writers. H e concludes W ithout
which seem to make the document less easy to
further scrutiny of the purposes and processes
read. I n the 3 0 years since Armstrongs paper
of peer review, we are left with little to dewas published, I doubt that very much has
fend it other than tradition. There may have
changed.
been plenty of further scrutiny of peer review
in the intervening 3 3 years, but I doubt that
M y own perspective on the above 2 studies is
there is much more to defend it despite that
that most people, particularly if they are supfurther scrutiny. I t is worrying that after
posed to be knowledgeable in a subject, dont
like to admit if they have failed to understand all that time since the bias inherent in peer
review was demonstrated so clearly, it still
something about that subject. There is probforms the cornerstone of scientiic publishing.
ably a tendency for people to assume that the
reason why they have not understood something
is a function of their own poor understandAdam Jacobs
ing, rather than the poor communication of the
D ianthus M edical L imited
person who delivered the information. The world
ajacobs@ dianthus.co.uk
would be a better place if we were all not
www.dianthus.co.uk
afraid to say q uite clearly when we dont understand something.
R eferences:
M y last paper, published by M ahoney in 1 9 7 7 1
( round about the same time as the picture of
me at the top of this article was taken) , looks
at the way cognitive biases can affect the peer 2
review process [ 4 ] . I irst came across this
3
paper a few years ago when working on a paper
on cognitive biases in medicine [ 5 ] . I thought
it was fascinating then, and I still do.
4
M ahoney was concerned about the ex tent to
which peer review of academic journals might
be affected by a phenomenon that psychologists describe as conirmatory bias: the ten5
dency for humans to welcome ex periences that
support their pre-ex isting beliefs, and to be
suspicious of anything that contradicts them.
To investigate this, M ahoney wrote 5 different
versions of a manuscript describing a fictitious ex periment on the effects of ex trinsic
reinforcement on intrinsic interest, which was
a controversial topic among psychologists at
the time. H e then sent the manuscript to peer
reviewers, who were unaware that they were
taking part in an ex periment and asked to rate
the manuscript on various aspects of its q uality. The reviewers perspective on the contro1
versial topic was inferred by their association
with a journal which had taken a clear line on
the controversy. S ome versions of the manuscript gave results that were consistent with
the reviewers presumed pre-ex isting ideas,
and some gave results that contradicted those
. N aftulin D H , W are JE , D onnelly F A. The D octor F ox L ecture: A P aradigm of E ducational

S eduction. J M ed E duc 1 9 7 3 ; 4 8 ( 7 ) : 6 3 0 6
. Jacobs A. M ission I mpenetrable. http: / / dian1
thus.co.uk/ mission-impenetrable
. Armstrong JS . U nintelligible M anagement R esearch and Academic P restige. I nterfaces
1 9 8 0 ; 1 0 ( 2 ) : 8 0 8 6 .
. M ahoney M J. P ublication prejudices: an ex perimental study of conirmatory bias in
the peer review system. C ognit Ther R es
1 9 7 7 ; 1 : 1 6 1 -1 7 5 .
. K lein J. F ive pitfalls in decisions
about diagnosis and prescribing. B M J.
2 0 0 5 ; 3 3 0 : 7 8 1 -7 8 3
I n keeping with the retro theme of this article, I have tried to use 1 9 7 0 s typographic and bibliographic conventions, although
I must confess I m struggling to remember
what the convention for referring to a blog
entry was back then.
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TWS 2010 2 19

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