Saturday, May 31, 2025
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‘Trust me, I have a scientific vocabulary…’

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Surely a scientist should find a product advertising itself as ‘scientifically proven’ to be particularly appealing out of respect for the discipline they study. Why then is it when I see these words attached to a household commodity that it rouses a deep sense of mistrust? Is this simply a bout of intellectual snobbery or are companies actively misleading their customers? With the preliminary belief that my scepticism was more deep-rooted, I set out on the task to separate the scientific fact from marketing jargon in an attempt to discover the extent to which well-respected brands attempt to attract our custom with bad science.

One recently publicised offender, Danone, had its TV advert banned for claiming to be ‘scientifically proven’ to help children’s natural defences. However, there are many more that slip through the net. The Advertising Standards Agency said that although it banned the advert the evidence put forward by Danone was much better than many other studies it regularly comes across. Surely statements such as ‘Bikini Celluli Diet- an essence that helps to ‘burn fat” (Dior) are pseudoscientific and completely misleading?

Most people are able to successfully avoid the ridiculous claims made in junk emails and pop- ups on the internet, but what makes the examples above more difficult to ignore is the fact that the claimants are household brands. Provided they use the correct phrasing they are able to get away with dropping in scientific words without actually committing to a statement that needs to be backed up with evidence. Most advertisements are suitably vague and reliably subjective, for example “The appearance of ‘orange-peel’ quickly and visibly diminishes, helping improve skin tone” (Dior). Sometimes these companies choose to avoid being picked up by the ASA by including their qualifications in the ‘small print’ for example the Dior Bikini Diet advert may burn fat but fleetingly adds ‘only in vitro’. Also the wide use of scientific jargon in everyday language helps them to evade conviction as many of the words used now have a less specific meaning or now have multiple definitions.

Even when objective claims are made and, as often is the case, several studies exist that back it up, there is nowhere near as much conclusive evidence as is required for a medical trial or publication in a popular journal. The evidence for functional foods is often subjective, with there being no more evidence for probiotics being actively good for your health as the numerous conflicting statistics on red wine or chocolate. This can mean that the studies are perfectly sound but in general the nature of nutrition and cosmetics research tends to be highly speculative and controversial. This could be due to the fact that funding is often most easily obtained from those with a vested interest in the research, namely the food and cosmetics industries. Many companies have set up their own research institutes for this purpose.

It is easy to see why so many of these ads exist and why they are so successful. They play on the respect that the public have for science and scientists, especially when they see the content to be beyond their understanding. Hence this works so well for common household names because it involves such a level of trust. This means that they accept the objective claims through trust and the subjective claims through being vague enough to be logical.

It is obviously perfectly understandable that advertising needs to sell a product but they also have a responsibility to provide correct information and not mislead their customers. Being in the interest of the brand not to jeopardise its reputation, many try to avoid conflict, especially if it involves being named and shamed by the ASA.

However, it is apparent that companies do exploit science in their advertising strategy, making the most of its reputation. This is an extremely successful technique that works on our subconscious even if our scientific knowledge tells us otherwise. This may seem harmless apart from leaving us a bit out of pocket when we reach for the more high-tech of shampoos but it also has wider implications. Probiotics have managed to find their way onto the GCSE biology syllabus with marks being achieved for writing that they “strengthen the immune system”. This is a better reason than any for tackling the problem if it means that false science is finding its way into common understanding.

We are entering an era where science is playing an increasingly important role in our culture, and keeping science fact from fiction is proving to be increasingly difficult. Science should, by definition, be one discipline to remain free from the “spin” we already have to sift through in our everyday lives.

 

Why should you join Cherwell?

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A short video explaining why you should apply to Cherwell.

For application forms, go to cherwell.org/recruitment. 

Staircase 22

Everyone’s got bird flu, the Assassins game is out of control, and Jools has a nervous breakdown. Can Eleanor save the orangutangs, Godzilla and Jools all in one night?

Staircase 22

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Everyone’s got bird flu, the Assassins game is out of control, and Jools has a nervous breakdown. Can Eleanor save the orangutans, Jools and Godzilla all in one night?

Don’t forget, you can catch up on all the previous episodes of Staircase 22 in the podcasts section at cherwell.org.

Join The Debate: Labour Glasgow victory

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Cherwell’s Dhatri Navanayagam asks students what they think of William Bain’s victory in the Glasgow North East by-election. Does it mean better prospects for the Labour Party as a whole? Or is it simply a predictable result for a safe Labour seat?

Join the debate online by posting your comments using the form below.

Jamie T – The Man’s Machine EP

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‘The Man’s Machine’ EP is the latest release from Jamie T’s ‘Kings and Queens’ album. A mish-mash of ska beats and soulful vocals, it’s another sign of Treays’ trajectory from the screech-y teenager of his first album towards something of a national treasure.

That’s not to say the songs have lost any of their anarchic spirit – the title track, ‘The Man’s Machine’ starts off with a bit of a swagger and crashes on with the same DIY sound that made an instant success of ‘Salvador’ and ‘Back in the Game’. The chorus touches on early Britpop with its take on urban landscapes: ‘Stone, glass, concrete and gravel/ All we’ve got to keep us together’.

The unpolished production often makes it feel like listening to a live recording. The intro of ‘Jenny Can Rely On Me’ ends with the noise of a cough, but somehow it works. The song itself details the downside of suburbia with lines like ‘I feel trapped in this cul de sac/ She said “sweetheart we’ve got transport links”.’ This is Jamie T at his best – with his little vignettes of everyday life, it’s easy to see why he’s been described as a modern-day Billy Bragg.

‘Man Not A Monster’ is set to be a hit, having been chosen as Zane Lowe’s Hottest Record In The World Today and one of NME’s 10 Tracks You Have To Hear this week. It starts off well, with a raucous ska beat that brings to mind The Specials’ ‘Rat Race’ and ‘Little Bitch’. But it’s by no means Treays’ best material; the lyrics seem to be missing some of his typical gems, and the rest of the song sounds a little too much like a straight imitation of The Clash.

Thankfully the last track on the record more than makes up for it. It manages to be a gentle pop song with the feel of an anthem; the refrain ‘People always call you young/Believing in things that can’t be done’ mixes in nicely with the piano arrangement and Treays’ rapping.

 

Staircase 22…Is Back!

It’s fourth week in Judas College and the Cuppers party holds a nasty surprise for Kati while Eleanor becomes embroiled in the Assassins. Why has Paul taken out all ten copies of Disguise and Irony available in Oxford?

Barclay banks OUSU Presidency

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David Barclay was elected the President of Oxford University Student Union following a closely fought campaign.

1712 people voted for Barclay, whilst Jake Leeper gathered 1133 votes. 123 people wanted to re-open the nomination.

2968 people voted in the election, just 15% of those eligible. The turn out was down 22% on last year’s election.

Other candidates on Barclay’s slate to be elected were Alex Bulfin, VP Access and Academic Affairs and Katharine Terrell, VP Women. VP Charities and Communities went to the independent candidate Daniel Lowe and Tom Perry will be the next VP welfare.

All the unopposed candidates were elected.

David Barclay said, “I feel fantastic. I think [what swung] it was the team that we had. We had an incredibly diverse group of people across Oxford working incredibly hard for us and it was only through their efforts that we managed to get people turned out and to get people excited.

“The next step is to remember that I have a degree. I have a meeting at 9.15 tomorrow to talk about my thesis. But once that is sorted out the next step is to work hard this year obviously to survive my degree and then start thinking about what we can do next year.”

Barclay, who campaigned under the slogan, “Making Oxford work for students”, pledged to create a university-wide discount card, establish a housing fair in the town hall, and lobby the university for new OUSU headquarters in central Oxford.

Katharine Terrell, VP for Women-elect said, “I feel really happy. Still a bit weirded out, it doesn’t feel quite real. Absolutely looking forward to getting stuck into the job. I’m just going to talk to a lot of people and make sure I know what I’m doing next year. I’m really excited.”

Daniel Lowe said of his election for VP Charities and Communities, “I’m incredibly happy that I managed to get elected when I had no campaign team and I had some very, very committed activists. I had no campaign manager, I’ve never run a contested election before, I’m incredibly shocked I managed to win.”

The two-week campaign was marred by a series of fines imposed by the returning officer Oliver Linch for breaches of OUSU campaign rules. Jake Leeper’s campaign was fined eleven times and was ordered to pay a total of £82.25, including one fine of £10 for unauthorised election material. The Barclay campaign received three fines, amounting to £7.95. In one case, Barclay’s team was forced to pay a penalty of £2.50 after Barclay’s girlfriend, a Durham University student, posted a Facebook status urging people to vote for her boyfriend.

The “Another Education Is Possible” slate faced a delay in launching their campaign after difficulties with poster printing. There was some confusion with stamping the posters, but Ben Kindler, candidate for International Students Officer said he felt his campaign was unaffected but the hold-up.

Though both Presidential candidates campaigned under the promise to make OUSU relevant to the student body, Barclay has a big task to make this a reality.

A Christ Church first year said she had no idea about what OUSU does. “I don’t know what OUSU actually does for me individually, I don’t know enough about the people involved. I could find out, but it’s not pinned up in front of my face.”

A Hertford student added, “It’s quite important that we get represented to the NUS because that’s our main body, especially because of tuition fees going up, we need someone or some people to look after our interests. People aren’t interested because of the press it gets that it’s inefficient and doesn’t really do anything, but if that changed people would be interested.

“Hertford recently voted to stay affiliated by quite a large margin so people want it to be better and really want to get involved.”

Another student said, “It’s important that they’re a student governing body that represents who we are and protects basic rights of students to improve the standard of living.”

One St Catz first year added, “I’ve not had much experience with OUSU and our JCR Committee seem to do everything for us. OUSU is not that present in our daily lives I guess. I don’t even know what they are responsible for.”

Hertford’s husts were cancelled due to lack of interest.

Sarah Burton, OUSU rep at Herford said, “I think this reflects the general indifference towards OUSU at Hertford at the moment. In a JCR meeting a week ago we came very close to disaffiliating. As OUSU rep for the last year I have been aware that Hertford JCR feels very disconnected to OUSU and has no idea, or little interest in, what they actually do.”

However, many students interviewed by Cherwell felt that OUSU had an important role to play, but hadn’t yet filled its potential. One student commented, “I think the elections are quite important, but obviously there are a lot of problems with OUSU and it’s not representing the students as well as it should.”

Lukas Wallrich at Merton added, “I think engaging students more into OUSU affairs should be a core task of those newly elected – including all OUSU reps.”

 

Not so serious men

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You might not be able to tell from her roles in Fargo and Burn After Reading, but Frances McDormand is a fox. I caught her on my way into the Claridges Hotel, where we shared a profound, if fleeting, connection during our brief waltz through the revolving door. I was about to join 15 or so other young, bushy-tailed journalists for a 20-minute round-table interview with her husband, Joel Coen, and brother-inlaw, Ethan Coen, about their hilarious and devastating new film, A Serious Man.

My peers and I were served finger sandwiches and coffee while waiting to speak to the duo, who are quite arguably the most original and prolific filmmakers in the movie industry today. I nibbled my miniature cucumber and egg salad sandwich as I debated which of my questions (because I might only get to ask one) would enable me all at once to: 1) learn the secrets to success in the film industry – not because I intend to actually enter the industry, but just because it would be cool to know, 2) be appreciated as a thoughtful and intelligent interviewer, 3) learn whether the Coen brothers are, in fact, as nihilistic and inscrutable as their movies are, and 4) what, if anything, they have against physicists.

Joel David Coen and Ethan Jesse Coen grew up in the Minneapolis suburb of St. Louis Park, Minnesota, in a community very similar to the one depicted in A Serious Man. Their father was an economics professor at the University of Minnesota and their mother taught art history at St. Cloud State University. Asked to what extent A Serious Man draws on their own lives, Joel responds, ‘It’s not really autobiographical because the story is made up.

But consciously we sought to recreate the community that we grew up in. There are a lot of similarities to our own background there: we went to Hebrew school, we were bar mitzvah’ed, our father was an academic, a professor at a midwestern university, we grew up in a house like that, in a neighbourhood like that.’ As to whether any of the characters in the film are taken from their own upbringing, Joel notes, ‘the character that Michael Stuhlbarg plays in the film is not anything like our father; he couldn’t be more different in many ways. ’

Ethan adds, ‘Aaron [Wolff]’s character is probably a pretty typical kid of that environment and probably we were too; not particularly like him, but a part of that time and place.’ Possibly the only directors apart from Woody Allen who can work with actors like Brad Pitt and George Clooney without worrying too much about the commercial viability of their films, they explain that they chose not to cast any stars in A Serious Man because ‘It would diminish the feeling of “here we are in the everyday reality of this suburban Jewish community in 1967”.

One doesn’t expect George Clooney to show up there.’ However, after a moment’s wistful reflection, Ethan mutters sheepishly, ‘I’m not saying… maybe I wanted George Clooney to be there a little bit.’ Joel laughs, and they exchange an inside joke that none of us get. Given the Coen brothers’ dark, sometimes cryptic sense of irony, it’s easy to think when you’ve seen the film that the phrase ‘a serious man’ is intended mockingly. However, Joel clarifies, ‘It’s a little ambiguous even in our own minds.

It’s even ambiguous in terms of who it’s supposed to be referring to. In our minds it’s referring both to the Sy Abelman character who’s called a serious man in the movie and Larry who kind of aspires to whatever stature that implies. But no, it’s not meant to be – maybe there’s some irony in it, but it’s not meant to take the piss out of him really.’ Like some of the Coen Brothers’ earlier films – most recently, No Country for Old Men – A Serious Man depicts with stark indifference the cruel arbitrariness of the human condition.

When asked to what extent this is meant to be a running theme throughout their work, or at least in No Country… and A Serious Man, Joel responds, ‘I mean it’s interesting… they both kind of have that element… it must be at some level interesting to us.’ And that’s all we’re getting on that. The protagonist of A Serious Man, Larry Gopnik, is a physicist whose life, while in some sense devoted to the search for order in the universe, begins to unravel as a result of seemingly unpredictable events beyond his control.

Joel elaborates on their reasons for choosing Larry to be a physics professor: ‘We thought it was more interesting to make him a scientist and that way of looking at the world and that sort of rationality was up against… in the face of the things that are happening to him – that he’s looking to spiritual leaders for answers for the things he’s going through was sort of interesting to us. And it was interesting to us that mathematicians and the more mystical parts of the Judaic tradition try to make sense of the world through numbers.’

Throughout their long career, which began with 1984’s Blood Simple, the Coen Brothers have repeatedly been called nihilistic, misanthropic and deliberately inscrutable. Their surprise when we ask them how they respond to critics who use some of these adjectives to describe their latest film comes as something of a shock. Joel: ‘Nihilistic?’ Ethan: ‘Well, I don’t know why you call it misanthropic. It’s about a character who’s looking for some kind of meaning and he’s getting repeatedly stymied in that quest, but you know, that’s the story. The character doesn’t achieve any kind of clarity or get a grasp on any kind of meaning that’s satisfying for him, but I don’t know, that just seemed like the story we were telling as opposed to an expression of a larger point of view that we have ourselves.’

Aware of the frustration that past interviewers have sometimes felt in attempting to extract a message from their work, we asked them whether the characters’ failed searches for meaning and the unsettling ambiguities of the film’s ending were intended as a sort of rebuff to those who would attempt to ascribe broader significance to their work.

Ethan’s response? ‘No…no, really. I…no, I don’t think so. I mean, no…no, it’s a…yeah.’ It’s complicated, apparently. We moved to the lighter subject of their working relationship and methodology. Given that they’ve lately been producing movies at the rate of one a year, often writing the screenplays as well, do they sit down every day and write two to three thousand words? Joel: ‘Oh, shit no.’

Ethan: ‘You know it’s funny. It feels to us like we’re fairly lazy and yet relative to other people we do seem to get a fair amount done but that just seems to reflect poorly on other people as opposed to well on ourselves.’ ‘You know, what are they all doing?’ Joel interjects, laughing. Ethan: ‘We get very little accomplished and yet we’re outpacing many of our peers… it seems odd to me… When we were younger we did spend more time doing it – production even more than in writing. Longer days, six to eight weeks. We haven’t done six to eight weeks in ages, in terms of shooting weeks.’

Joel: ‘We would work longer in the editing room.’ He looks over to Ethan and they laugh, as if Ethan already knows what he’s going to say. ‘It’s so prosaic. As we get older, we like to go home and spend time with our kids..’ Good thing that, like most people, they reserve their nihilism for their day job.

Union in committee controversy

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Ash Sangha, The Oxford Union Treasurer- Elect, has narrowly avoided forced resignation of his position. His response has prompted investigation into two serious governance issues within the Union.

Firstly, the Union is investigating a “disparity” in Consultative Committee meeting minutes, which some suspect may be the result of foul play. The minutes of the 3rd Week Consultative Committee meeting were allegedly altered between the meeting itself and their ratification.

A second enquiry surrounds the validity of Standing Committee meetings. These are believed to have been improperly called, thus calling into question all motions passed at the meetings. These investigations have been brought to light as Ash Sangha, Union Treasurer-Elect, was deemed to have resigned due to his absence from too many meetings.

Union rules stipulate that if three ordinary meetings of any Committee are missed the member is deemed to have resigned their position. Sangha has been absent from three Consultative Committee meetings and three Standing Committee meetings this term.

When his absences from Consultative Committee were investigated it became apparent that there was a disparity between the original minutes which highlighted that his nonattendance was extraordinary, and those that were ratified, where his absence was noted as “not extraordinary”.

The minutes were altered after the Secretary of the Committee, Adi Balachander, passed them to the new Chair. James Dray, Union President commented, “I am currently investigating this issue, which may well be one of the worst cases of fraud to prevent an officer from continuing in his role that the Union has ever seen. If it is proven that anyone deliberately changed the minutes this will be taken to the highest disciplinary committee of the Union.”

In a further development, his absence at three Standing Committees was excused as he demonstrated that the meetings were improperly called by the Secretary, Lou Stoppard. Meetings are supposed to be called by email by the Secretary with at least 48 hours notice, and none of the three were.

As a result, the authenticity of these Standing Committee meetings has been called into question. This has potentially serious consequences for all motions passed in the meetings this term, which includes some large budgetary decisions. A number of members have been angered by the decision to allow Sangha to retain his position over a technicality.

However, Dray has noted that Sangha missed two meetings in order to fulfil his role as Treasurer- Elect, as he was delivering termcards and helping to host the President of Ecuador, and that these were excusable absences. Ash Sangha has been denied the opportunity to comment by the Union.

One concerned member of Standing Committee commented, “This emphasizes that the major problems of Standing Committee are incompetence and inexperience. A number of members are very angry and concerned at the potentially jeopardised situation this has left the Union in.”