James Heathers is a Ph.D. with expertise in scientific methods and data. He works in a behavioral science lab at Northeastern University in Boston. He’s young, adaptive, and savvy enough to participate in social media, especially Twitter. There, he saw a problem and a challenge with the way medical scientific findings get presented to sizable audiences online.
As someone accustomed to dealing with academic and scientific rigor, he paused and thought he could title his planned effort, “handling the translational gap during the science media transition.” But this Aussie has a sense of humor—and he wanted impact. He thought a straight-laced approach would be as “popular as cabbage sandwiches.”
So, instead, he focused in on a broad number of reputable studies that he thinks get misrepresented and grab unjustified popular attention. This research involves the extrapolation of early results in animal tests, making them sound — incorrectly — as if they instantly have meaning for people. He created a Twitter account that is garnering lots of attention, including tens of thousands of unexpected followers.