Equally, in a world where academics are obliged to offer up each piece of work to be evaluated as internationally significant, world leading etc., they will seek to signal such a rating discursively. A study by Vinkers et al. in the British Medical Journal uncovered a new tendency towards hyperbole in scientific reports. They found the absolute frequency of positive words increased from 2.0% (1974-80) to 17.5% (2014), which amounts to a relative increase of 880% over four decades. 25 individual positive words contributed to the increase, particularly the words “robust,” “novel,” “innovative,” and “unprecedented,” which increased in relative frequency up to 15 000%”). The authors comment upon an apparent evolution in scientific writing to ‘look on the bright side of life’.