Hype in science communication: exploring scientists’ attitudes and practices in quantum physics

This study explores scientists’ attitudes towards hype in science communication using a psychological phenomenological approach. Twenty-four quantum physicists (92% men, 8% women) participated in five focus groups guided by a semi-structured questionnaire. Thematic analysis revealed their views on the agents responsible for hype, underlying motivations, personal experiences, perceived consequences, and victims. Participants acknowledged their role in creating hype and its strategic use for securing funding, despite concerns about integrity. They may see hype as coercive, evoking negative emotions, but justify their involvement by blaming the academic system and minimizing their own actions. The findings suggest hype results from a deliberate strategy within the scientific community to gain professional advantage, reflecting a neoliberal view of science and influenced by medialization and gender dynamics. These insights are valuable for public engagement with science and for stakeholders such as scientists, science communicators, institutions, ethics committees, and regulators.