The effect of frames on engagement with quantum technology

TL;DR

This study investigates how different framing strategies influence public engagement with quantum technology, revealing that explanations and benefit emphasis can enhance interest and efficacy, while combined benefit and risk framing may reduce perceived knowledge.

Contribution

It provides empirical evidence on how specific frames affect engagement with quantum technology, offering practical guidance for science communication.

Findings

Explaining quantum physics increases general interest.

Emphasizing benefits boosts internal efficacy.

Highlighting both benefits and risks decreases perceived knowledge.

Abstract

Quantum technology is predicted to have a significant impact on society once it matures. This study (n = 637 adults representative of the Dutch population) examined the effect of different frames on engagement - specifically, information seeking, internal efficacy, general interest and perceived knowledge - with quantum technology. The different frames were: enigmatic, explaining quantum physics, benefit, risk and balanced. Results indicated that framing quantum as enigmatic does not affect engagement, while explaining quantum physics positively influences general interest. Furthermore, emphasising a benefit of quantum technology increases participants' internal efficacy, whereas highlighting both a benefit and a risk of quantum technology decreases perceived knowledge. Based on these findings, we offer practical advice for science communicators in the field and suggest further research.