'Like a Light Switch that is On and Off at the Same Time': A Content Analysis of Signaled Metaphors for Quantum Science and Technology in Dutch Newspapers

Quantum science and technology is an emerging field of research that is expected to have a large impact on society. Its inherent complexity and counterintuitive nature, however, may present a barrier to effective communication with the general public. Metaphors can play an important role in bridging the gap between the abstract nature of quantum science and technology and broader public engagement. Yet, no research to date has systematically examined which metaphors are used in communication about quantum that is directed at general audiences. In this study we address this research gap by performing a content analysis of 816 Dutch newspaper articles published between January 2010 and March 2024. In our content analysis, we integrate linguistic metaphor analysis with insights from science communication research. The results of our content analysis present a thorough and detailed overview of the identified metaphors (n=331) used to describe various fundamental quantum concepts and technologies in dissemination of quantum science and technology in Dutch newspapers. Moreover, the analysis sheds light on how key topics in this emerging field of physics are communicated to the public, improving our understanding of how these topics are made accessible through metaphorical mappings in public discourse.