Is everything quantum ‘spooky and weird’? An exploration of popular communication about quantum science and technology in TEDx talks

Abstract

Previous studies have identified four potential issues related to the popularisation of quantum science and technology. These include framing quantum science and technology as spooky and enigmatic, a lack of explaining underlying quantum concepts of quantum 2.0 technology, framing quantum technology narrowly in terms of public good and having a strong focus on quantum computing. Before assessing the effect of these potential issues on public perceptions, it is important to first determine whether these issues are actually present in popular communication. To this end, we conducted a content analysis in which we investigated how quantum science and technology are framed in a corpus of 501 TEDx talks. We also examined to what extent quantum experts, such as quantum scientists and leaders at organisations in quantum science and technology, communicate about quantum science and technology differently from non-experts, such as scientists from other disciplines and artists. Results showed that: 1) about a quarter of the talks framed quantum science and technology as spooky / enigmatic; 2) about half of the talks explained at least one underlying quantum concept (superposition, entanglement or contextuality) of quantum 2.0 technology; 3) quantum technology is narrowly framed in terms of public good as we found 6 times more talks mentioning benefits than risks; and 4) the main focus is on quantum computing at the expense of other quantum technologies. In addition, experts and non-experts differ on three out of four issues (only the fourth issue is similar for both). Our findings thus show that these potential issues related to the popularisation of quantum science and technology are present but not predominant in TEDx talks. Further research should explore their effect on public perceptions of quantum science and technology.

‘Quantum technology will change my life.’ Citizens’ attitudes and knowledge of quantum science and technology

“…A study specifically on the framing of quantum physics and technology by experts and non-experts in TEDx talks found that while quantum science is explained in half of the talks, it is often framed narrow, focussing on the benefits rather than risks. Furthermore, about a quarter of the talks frame quantum science and technology as spooky (Meinsma et al 2023). It is yet unknown what the effect of such framing is on the public perception of quantum, but it is expected to create a distance between technology and the public Grunwald 2017, Vermaas 2017).…”

“…Vermaas (2017) states that discussions about quantum technology will be useful only when all parties involved have at least a fundamental understanding of quantum science. A barrier to this process could be the current framing of quantum science as enigmatic and counterintuitive rather than as a novel but understandable part of physics (Meinsma et al 2023).…”

Preprint: Citizens’ attitudes and knowledge of quantum science and technology

“…A study specifically on the framing of quantum physics and technology by experts and non-experts in TEDx talks found that while quantum science is explained in half of the talks, it is often framed narrow, focussing on the benefits rather than risks. Furthermore, about a quarter of the talks frame quantum science and technology as spooky (Meinsma, Kristensen, Reijnierse, Smeets, & Cramer, 2023). It is yet unknown what the effect of such framing is on the public perception of quantum, but it is expected to create a distance between technology and the public (Coenen & Grunwald, 2017;Vermaas, 2017).…”