Facing the Unknown: A Qualitative Interview Study on Perceptions of Emerging Technologies

Technological innovations repeatedly spark public controversy and often encounter societal resistance, especially regarding perceived risks and benefits. In early phases, when no broad public discourse exists, people are required to engage with new technologies before reliable knowledge or regulatory frameworks are available. Public acceptance thus plays a central role in the successful implementation of emerging technologies. Intuitive perceptions and informational needs are particularly influential in these phases yet remain insufficiently studied. Societal perception thereby becomes a key factor in the success or failure of technological development. This study examines how individuals respond to an emerging, explanation-intensive technology they have never encountered before. Terahertz (THz) serves as an exemplary case: it is largely unknown outside expert circles, yet holds significant potential in areas such as medicine, security, and communication. The analysis is based on 17 semi-structured individual interviews with members of the public without prior technical knowledge. Participants were asked about their general perceptions and attitudes toward emerging technologies, drawing on examples they were familiar with before being introduced to potential applications of THz. The interviews revealed a general openness paired with a strong demand for information about risks, use cases, and societal relevance. Trust in institutions, perceived controllability, data privacy concerns, and emotional reactions to uncertainty emerged as key influencing factors. The findings offer insights into early meaning-making processes in relation to unfamiliar technologies and provide a basis for anticipatory, audience-sensitive strategies in science and technology communication.