The LinkedIn-isation of science.
The secret to success is to do good work and tell the world about it. Both components are important.
LinkedIn is an entire social network organized around the second part of the saying: tell the world about it. Whatever you did, tell the world about it. Or, and that’s the terrible part, even if you did nothing of note at all, come to LinkedIn to tell the world about… something.
“After many years doing RandomJob, I have decided to join RandomCorporation where I will work on ProjectsNobodyCaresAbout.”
Boring. And, ultimately, it trends toward lower status. If you are really successful, you are not going to write such posts.
I believe that it is a good model for what science has become.
There is a subset of people doing actually hard and valuable work… But they are lost in a sea of people doing “me-too” work. (You take whatever is popular and you effectively clone it, without much thought.)
And, just like LinkedIn, the important part of “science” is now to “tell the world about it,” repeatedly.
You get the same type of language: jargon, popular but meaningless expressions, and fad-following.
I often ask people who are unconvinced by my arguments: how many “research” articles do you read per year in your field?
I read and even report on valuable research (it is still around), but people know intuitively that it is a waste of their time to look at the academic literature. They are not always correct, but as far as heuristics are concerned, it is not bad.
And just like the LinkedIn posts, the 'science' can be generated by AI. In fact, it is. It is increasingly slop. And the inertia is going to take us far.
My advice? Don't fall for it. Don't fill a LinkedIn profile with generic annoucements. Just say no to meaningless boring 'research' papers. Long term, it is your best strategy.
Go back to the recipe: do good things and tell the world about it. Start with the first part. Get it done.