When citizen science is public relations

Area of Science:

• Environmental Science
• Sociology of Science
• Corporate Social Responsibility

Background:

• Citizen science is increasingly popular for research and product development.
• Industries are adopting public relations citizen science (PRCS) to enhance their public image.
• PRCS differs from traditional citizen science by prioritizing corporate reputation over raw data generation.

Purpose of the Study:

• To analyze the practice and implications of public relations citizen science (PRCS).
• To examine how PRCS benefits capitalist firms by improving public image and deflecting harm accusations.
• To illustrate the mechanisms through which PRCS operates in various industrial contexts.

Main Methods:

• Case study analysis of three PRCS initiatives.
• Examination of projects linked to Antarctic tourism, the oil and gas industry, and agricultural biotechnology.
• Analysis of how PRCS data collection and volunteer steering can influence public perception.

Main Results:

• PRCS can lend a 'sustainable' image to polluting industries without altering core practices.
• Data accumulation and directed observations in PRCS can undermine claims of industry-related harm.
• PRCS may aim to foster a more 'rational' public view of industries, countering 'emotional' or 'ideological' criticisms.

Conclusions:

• While scientists may have valid reasons for engaging in PRCS, the practice presents problematic benefits for industries.
• PRCS can be strategically employed to manage public perception, potentially masking or mitigating concerns about environmental and social impacts.
• The study highlights the need for critical evaluation of industry-sponsored citizen science initiatives and their potential for "greenwashing" or reputation management.