20502: Hype and Polarization: Insights and Implications for Organization Theory and Empirical Research

Hype can be defined as "a collective vision and promise of a possible future, around which attention, excitement, and expectations grow over time" (Logue & Grimes, 2022, p. 1058). The concept is frequently invoked by the popular press to describe the fervor surrounding disruptive innovations such as artificial intelligence or the metaverse. There is also increasing thereoretical interest in hype and adjacent phenomena in sociology, innovation, and entrepreneurship. However, the fact remains that this remains a fragmented and relatively untheorized and underexplored area of research. Recent studies suggest that the emergence and trajectory of hype are intricately tied to the contemporary business and social landscape. Developments such as technologization and mediatization mean that we are reliant on exaggeration and prone to polarization – a trend that facilitates the creation of grandiose promises often followed by inevitable disappointment. Despite these insights, many questions remain unanswered. What drives the emergence and evolution of hype? How should organizations navigate such a polarized environment? Entrepreneurs and market participants, in particular, face a critical dilemma: should they ride the wave of hype, amplify it further, or distance themselves to mitigate potential fallout? Thus, the purpose of this panel symposium is to foster an interactive dialogue among experts, exploring: (1) the dynamics of hype and its connection to societal polarization; (2) the historical and business-world origins of hype; (3) the interplay between hype and social evaluations such as legitimacy; (4) the scope for entrepreneurial agency in navigating the risks and opportunities associated with hype.