I would say that it's university PR departments, but I suspect that often enough researchers are complicit as well. The researchers hype up their research to u

I would say that it's university PR departments, but I suspect that often enough researchers are complicit as well. The researchers hype up their research to university pr copywriters who don't understand it at all, then a journalist who may or may not understand it rewrites it into a story, and then some editor slaps a clickbaity headline on it. And who knows what bearing the actual study has on any of that. And it's hard to disentangle the nonsense along the way. Like, I wrote "processes language in the brain" when it would have been more accurate to say "processes French pseudo-words".