When citizen science is public relations

Amid rising interest in participatory research, some industries have recently begun to practice public relations citizen science (PRCS). Unlike citizen science and crowdsourcing projects that generate raw materials for product development, PRCS benefits capitalist firms primarily by improving their public image and deflecting accusations of causing harm. Three cases illustrate how PRCS works: (1) a growing assortment of citizen science projects associated with Antarctic tourism, (2) an initiative to document biodiversity, linked to Canada's oil and gas industry, and (3) a study sponsored by Biology Fortified, a nonprofit organization that works to communicate positive information about agricultural biotechnology. Scientists and research organizations may have legitimate reasons for entering into these partnerships, but PRCS can benefit industries in problematic ways. First, by supporting environmental science, PRCS can attach a 'sustainable' image to a polluting industry, without changing its core practices. Second, PRCS can accumulate data and steer volunteers' observations in ways that undermine claims about the harms caused by the industry's practices or products. Finally, in some cases, PRCS organizers hope to induce people to view an industry more 'rationally' than those who make 'emotional' or 'ideological' claims about its harms.

Automated summary

Public Relations Citizen Science (PRCS) benefits capitalist firms by improving their public image and deflecting accusations of causing harm, but it can also attach a 'sustainable' image to polluting industries, accumulate data to undermine harm claims, and encourage a more 'rational' view of the industry.