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

Previous studies have identified four potential issues related to the popularisation of quantum science and technology. These include framing quantum science and technology as spooky and enigmatic, a lack of explaining underlying quantum concepts of quantum 2.0 technology, framing quantum technology narrowly in terms of public good and having a strong focus on quantum computing. Before assessing the effect of these potential issues on public perceptions, it is important to first determine whether these issues are actually present in popular communication. To this end, we conducted a content analysis in which we investigated how quantum science and technology are framed in a corpus of 501 TEDx talks. We also examined to what extent quantum experts, such as quantum scientists and leaders at organisations in quantum science and technology, communicate about quantum science and technology differently from non-experts, such as scientists from other disciplines and artists. Results showed that: (1) about a quarter of the talks framed quantum science and technology as spooky/enigmatic; (2) about half of the talks explained at least one underlying quantum concept (superposition, entanglement or contextuality) of quantum 2.0 technology; (3) quantum technology is narrowly framed in terms of public good as we found six times more talks mentioning benefits than risks; and (4) the main focus is on quantum computing at the expense of other quantum technologies. In addition, experts and non-experts differ on three out of four issues (only the fourth issue is similar for both). Our findings thus show that these potential issues related to the popularisation of quantum science and technology are present but not predominant in TEDx talks. Further research should explore their effect on public perceptions of quantum science and technology.