“…A study of research-related clichés in medical article titles (e.g., "paradigm shift", "out of the box") also found these to rise and fall in popularity over time (Goodman, 2012). Within economics 1890-2012 there have also been similar popularity changes in individual terms, such as tax, which was the second most popular substantive title term in the 1950s but was out of the top 10 before then and again after the 1960s (Guo, Zhang, Ju, Chen, Chen, & Li, 2015). A comparison between the most frequently used terms between scholarly and trade technical communication publications found trade publication terms to relate to people more (e.g., you, your) whilst scholarly publication terms were more often about the research process (e.g., study, design, research) (Boettger & Friess, 2014).…”