The Next Hype [Associate Editor´s View]

How dull would life be without, every now and then, some nice hype! Immersing oneself in popular euphoria, where everything seems to revolve around the new thing. Whether it is a pop star, movie, book, gadget, or simply a ???selfie,??? hype mesmerizes the masses. Somehow it reflects the extreme expression of mankind???s desire for a better future. Leading figures in the hype of pop culture obtain an almost cultlike status. Their words alert captains of industry, politicians, journalists, and talk shows hosts. Hype attracts the attention of the media and diverts money flows, more than the net effect justifies, and mostly ends in oblivion. Psychologists characterize hype as a period of innovative energy followed by disillusionment and stabilization.