LAUSR

Abstract Medical research articles increasingly employ language to emphasise or promote positive aspects of the research (e.g. robust, novel, innovative, unprecedented). This phenomenon, referred to as ‘hype’, may bias readers' judgements, impede their ability to find true effects or alienate readers. The present study explores why authors choose to hype, and, in doing so, extends prior work documenting the linguistic form and function of hype. Informant interviews were conducted with seven authors who have recently published reports of clinical research containing hype. The informants, all users of English as an additional language, identified the function of most hypes as promotional in nature – e.g. emphasising methodological rigour, claiming priority, highlighting the implications. Factors influencing the use of hype included authors' struggle for objectivity, external editorial intervention, linguistic ability and replication of conventionalised discourse. These factors are discussed in relation to journal guidelines, pressure to publish and formal writing instruction. Ethical and practical implications for the producers and consumers of the medical literature are considered.