A paradigm shift in the medical literature

Medical literature is expanding massively. More and more journals are appearing and an increasing amount of research and comment is being produced to appear in these journals. Funding for universities is decided on the amount and quality of research produced, and therefore more pressure is placed on researchers and clinicians to (publish or perish). A piece of research needs to be sound in method and results, but the title needs to be appealing to attract the attention of editors and catch the eye of the reader. Titles including words suggesting results of great impact will cause more interest and tempt journal subscribers to read beyond the title or abstract this one did, didn't it! Papers with catchy titles work best. Titles need to contain phrases that are in popular use and suggest innovation and exploration. I examined the use of two such phrases that are, or have been, in popular use: "paradigm shift" and "pushing the envelope".