“This Emerging Technology is Revolutionary!”: examining quantum science hype on online US national media

Abstract Purpose While scholars are concerned about media hype of emerging science and technologies, hype remains an under-theorized construct. This study investigates the presence of multiple features of media hype using quantum science and technology as a case study. Design/methodology/approach We conducted a content analysis of 192 online stories about quantum science from top US national media outlets in 2022 and 2023. Findings Findings revealed that about 16 % of the quantum stories were exaggerated. Looking at other features, more than three-quarters of the stories failed to mention risks, and close to 70 % failed to mention the uncertain nature of quantum science. Writers with a science background were more likely to provide substantive details than those without a science background. While all exaggerated stories mentioned benefits, only less than three-quarters of non-exaggerated stories did. Practical implications This study has shown that online media hypes emerging science and technologies, downplaying their potential risks and uncertainties. Social implications This study suggests that science news consumers should still be aware of science and technology hype in online media outlets, particularly regarding risks and scientific uncertainties. News consumers can rely on science writers, compared to general beat reporters, to provide more substantive details on science stories. Originality/value This study makes several innovative contributions. First, this study crystallizes the media hype construct by integrating existing literature, which informed a narrow and broad conceptual definition of media hype. Second, we optimized the lexicon of media hype employed in extant literature when coding for the exaggeration feature in this study. Last, this is the first study to provide an in-depth analysis of how quantum science is covered in US online media outlets.