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| How Do You Determine Bias and Information Quality? |
| Columns - On the Web | ||||||||
| Saturday, 30 November 2002 | ||||||||
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As I write this column, there are headlines in the daily news focusing on conflicts of interest. The obvious ones concern the interests of corporate directors, as they cope with their own personal needs versus the needs of the company's shareholders. The conflict that caught my eye today deals with the represented perspective on broadcast television news. Apparently, several celebrities have been interviewed to discuss their experiences with certain prescription and over-the-counter medications. The interviews were presented as representative of what anyone taking the medication might experience. What viewers were not told, however, was that the celebrity was a paid representative of the medicine's manufacturer.
We don't know whether the income paid to
the celebrity led to significant bias in their presentation. We don't know
whether they would have said precisely the same thing had it not been for a
check being cut. The extent to which we might presume bias in any situation is a
difficult process to determine. If a famous individual is willing to talk about
their arthritis medication at no charge to anyone, I'd certainly be more
interested in what gets said than I would be if I knew the celebrity were
collecting a few thousand dollars. But if the celebrity said only positive
things, with no evidence of problems described, I'd wonder if there weren't an
unspoken purpose behind the discourse.
Let's turn, finally, to addiction issues on the Web. I recently received a
press release about a new site, www.self-renewal.com. The home page of the site
states that the pages will allow the viewer to find "many practical ways to
improve the quality of your life." There are three basic divisions of the site:
Breaking Addictions, Inner Peace, and Spiritual Vitality. As I reviewed each
division, I found an interesting perspective and opinion that is likely helpful
for some patients. As I read further, I realized that all the material on the
site appeared to be written by a single individual, Jerry Dorsman. Dorsman is
the author or co-author of three books in the field, each of which is promoted
throughout the site. While the "About this site" area indicates that the site is
designed to be of value to clinicians, the content serves as an infomercial for
Dorsman's books. The site isn't clearly an advertisement; it doesn't present
information telling me where to buy the books, nor does it permit a direct
purchase. The web site name, "self-renewal," is not based upon the title of any
of Dorsman's books. And yet while reading the presented material, I had not been
exposed to alternative perspectives, nor had any reading material been suggested
other than Dorsman's own books.
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