Quantum for All: Using Social Media to Raise Public Awareness of Quantum Technologies

Quantum technology has significantly progressed over the last decade. While initially of interest to a narrow circle of professionals and technology enthusiasts, the general public’s knowledge of the developments in this domain, as well as the pitfalls and benefits, is currently considered low. As quantum innovations are being integrated into strategic agendas on national and supranational levels, initiatives should be undertaken to raise public awareness about these technologies. The present paper examines the current trends of the implementation of social media, and, in particular, Instagram, by supranational organizations and initiatives to raise public awareness of quantum technology advancements. This research conducts an analysis of topical messages from the Instagram accounts of the International Year of Quantum Science and Technology (IYQ), the United Nations Educational, Scientific and Cultural Organization (UNESCO), and the European Commission account for Digital EU. The study highlights the patterns of social media communication by supranational organizations and initiatives on quantum technologies’ properties and provides reflections on the future research avenues to explore public awareness of this disruptive technology. The findings serve as the basis for further research on various aspects of public outreach to inform about the quantum evolution and its potential impact on society, economy, and future digital transformation developments.