Hype in Science Communication: Exploring Scientists' Attitudes and Practices in Quantum Physics

An interpretive phenomenological approach is adopted to investigate scientists' attitudes and practices related to hype in science communication. Twenty-four active quantum physicists participated in 5 focus groups. Through a semi-structured questionnaire, their use of hype, attitudes, behaviours, and perspectives on hype in science communication were observed. The main results show that scientists primarily attribute hype generation to themselves, major corporations, and marketing departments. They see hype as crucial for research funding and use it strategically, despite concerns. Scientists view hype as coercive, compromising their work's integrity, leading to mostly negative feelings about it, except for collaborator-generated hype. A dissonance exists between scientists' involvement in hype, their opinions, and the negative emotions it triggers. They manage this by attributing responsibility to the academic system, downplaying their practices. This reveals hype in science communication as a calculated, persuasive tactic by academic stakeholders, aligning with a neoliberal view of science. Implications extend to science communication, media studies, regulation, and academia.