Abstract The increasing medialisation of science introduces media logic into the scientific sphere, encouraging communication strategies to capture attention. In emerging technologies, such practices have been linked to hype. To clarify this phenomenon, we draw on Science and Technology Studies (STS), particularly the concept of expectation, which is central to the communication of emerging technologies. Quantum technology is a suitable case because, despite uncertain impacts, growing attention suggests ongoing hype. We conducted a qualitative content analysis of highly cited papers regarding quantum technologies (2007–2023) to examine how expectations are articulated. Our findings suggest two dominant modes: use case and future projection. The use case frames quantum technology as a solution to (societal) problems, while future projections articulate versions of the future in which quantum technology is mature and adopted, along with the anticipated pathways. We argue that using STS concepts enriches the understanding of medialisation, highlighting the heterogeneity of the scientific sphere. Use cases appear to also be used by scientists further from the core quantum science community. While more distant communities seem not to engage with the development agenda, communities closer to quantum science appear to engage with and shape it by expressing their future projections.
Karami et al. (Thu,) studied this question.
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