I am working on an academic paper, and I want to describe the scientific community's hype regarding a certain technology. The word 'hype' is concise and describes exactly what I mean, but I'm not sure the word has the proper tone for an academic document. Is there an alternative term or concise phrase that gets the same idea across in a more academic tone?
Aggrandizement ("act of aggrandizing", ie, of making to appear great or greater) may serve, or perhaps exaltation ("the act of exalting or raising high"), glorification ("act of glorifying", particularly in sense of making something appear more glorious than it is), deification ("act of deifying", ie, of treating as worthy of worship or regarding as a deity). Less formally, consider kowtowing, advertising, or buzzing.