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

Researchers point to four potential issues related to the popularisation of quantum science and technology. These include a lack of explaining underlying quantum concepts of quantum 2.0 technology, framing quantum science and technology as spooky and enigmatic, framing quantum technology narrowly in terms of public good and having a strong focus on quantum computing. To date, no research has yet assessed whether these potential issues are actually present in popular communication about quantum science. In this content analysis, we have examined the presence of these potential issues in 501 TEDx talks with quantum science and technology content. Results show that while most experts (70%) explained at least one underlying quantum concept (superposition, entanglement or contextuality) of quantum 2.0 technology, only 28% of the non-experts did so. Secondly, the spooky/enigmatic frame was present in about a quarter of the talks. Thirdly, a narrow public good frame was found, predominantly by highlighting the benefits of quantum science and technology (found in over 6 times more talks than risks). Finally, the main focus was on quantum computing at the expense of other quantum technologies. In conclusion, the proposed frames are indeed found in TEDx talks, there is indeed a focus on quantum computing, but at least experts explain underlying quantum concepts often.