Why you can’t rely on the news media to understand… science

If you actually wanted to know what the impact of wine gums on haemorrhoids was, you’d look at all 20 studies in the aggregate. Maybe, after carefully looking at the data and checking that the studies were well conducted, you’d conclude, cautiously, that they might have a small protective effect.

But if you wanted to tell people that wine gums cause haemorrhoids, to scare them, then you’d just take one of the studies that show the opposite. Then you might, for instance, put it on the front page of your newspaper, under the headline “Wine gums cause piles, says new study”. It would be literally true; the study does say that. But it would also be nonsense, because the evidence does not show that. As a wise blogger once said: beware the man of one study.

Unfortunately, the media – by its nature – is largely made up of Men Of One Study, or more accurately Stories Of One Study. That’s because we are incentivised, as journalists, to show new things and sudden change. We need events. Plane crashes, not mortality risk statistics.

In science, the events are usually the publication of new studies. I found 1,700 examples of the exact phrase “new study says” on the Daily Mail website alone. New study says half a glass of wine could stop some babies breathing. New study says a glass of wine a day can lead to the shakes. A new study says coffee can make you live longer. Some of these studies may accurately represent the state of reality, but many will not.

It’s also worth remembering that the media is also incentivised to find the most dramatic studies, because drama sells, and that the most dramatic, surprising results are the least likely to be true. (If it’s surprising, we weren’t expecting it, so it doesn’t fit the existing body of evidence.)

It’s not fair to pick on the Mail. It happens across the industry, although some outlets do it more than others. And it is, I think, the fundamental problem of how science is represented in the media. At my old employer, BuzzFeed, we used to try to get around it by not reporting on single studies unless we felt they met a threshold of believability and importance; otherwise we tried to do original reporting. But that’s time-consuming and expensive, and few reporters have that luxury.

I’ve spoken to science journalists who have to write five stories a day. All you have time to do is find the sexiest press releases and write them up. As the media withers, and there are fewer reporters to fill the same space, the problem won’t go away.

This matters. It gives people the impression that science is making it up as it goes along (“Oh, I see red wine prevents cancer this week”). More important, it gives people bad information about health and risk; there are real things you should know about diet and exercise and so on, but it’s lost in a welter of dramatic-sounding but thinly evidenced stories about low-carb diets and broccoli preventing heart disease. It leads to things like the MMR scare, a ridiculous bout of overexcitement caused by a single study that would have been small and uninteresting even if it hadn’t used falsified data. There’s an example that literally cost lives.

Normally it’s nice to end this sort of piece on a “how we’ll fix it” note, but honestly I don’t know how. The incentives to publish dramatic stories on the back of a single study are so extreme. All I can recommend is that readers, if they see a story about substance X having effect Y on humans, look out for the phrase “new study says” and treat it with extreme caution.

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