BEGIN:VCALENDAR
VERSION:2.0
PRODID:-//pretalx//ifkw.rz.tu-bs.de//citizen-science-communication-trust-20
 26//speaker//GEXWLS
BEGIN:VTIMEZONE
TZID:CET
BEGIN:STANDARD
DTSTART:20001029T040000
RRULE:FREQ=YEARLY;BYDAY=-1SU;BYMONTH=10
TZNAME:CET
TZOFFSETFROM:+0200
TZOFFSETTO:+0100
END:STANDARD
BEGIN:DAYLIGHT
DTSTART:20000326T030000
RRULE:FREQ=YEARLY;BYDAY=-1SU;BYMONTH=3
TZNAME:CEST
TZOFFSETFROM:+0100
TZOFFSETTO:+0200
END:DAYLIGHT
END:VTIMEZONE
BEGIN:VEVENT
UID:pretalx-citizen-science-communication-trust-2026-7PCHDJ@ifkw.rz.tu-bs.d
 e
DTSTART;TZID=CET:20261005T154500
DTEND;TZID=CET:20261005T160000
DESCRIPTION:As science communication shifts toward participatory paradigms\
 , citizen science is promoted as a mechanism for building public trust in 
 science. However\, emerging empirical evidence suggests that participation
  alone produces uneven outcomes\, strengthening relational dimensions of e
 pistemic trust\, such as benevolence and integrity\, while leaving percept
 ions of expertise and credibility comparatively underdeveloped (Momme et a
 l.\, 2025). This discrepancy reveals a structural gap in citizen science: 
 the communicative processes through which trust is constructed remain theo
 retically fragmented and conceptually underdeveloped.\nThis paper addresse
 s this gap by conceptualising the communicative identity of citizen scienc
 e projects as brand voice and positioning it as a central mechanism in tru
 st formation. Drawing on Brand Concept Management theory (Park et al.\, 19
 86)\, placemaking scholarship\, and participatory science communication re
 search (Newman & Beets\, 2023\; Haywood et al.\, 2024)\, the paper develop
 s the Place-Anchored Brand Voice (PABV) framework. This conceptual model c
 omprises three interrelated components: (1) place-resonant narrative\, whi
 ch embeds scientific activity within local ecological and cultural meaning
 s\; (2) inclusive communicative register\, which enables recognition of pa
 rticipants as co-producers of knowledge\; and (3) institutional transparen
 cy signals\, which render scientific processes accessible and accountable 
 to public scrutiny.\nThe paper argues that when brand voice is deliberatel
 y grounded in the place-based identities of participating communities\, it
  functions not merely as a communication strategy but as a structural mech
 anism of participatory governance within citizen science infrastructures. 
 In this capacity\, it enables citizen science projects to address the mult
 idimensional architecture of epistemic trust\, including expertise\, integ
 rity\, benevolence\, openness\, and dialogue orientation (Hendriks et al.\
 , 2015\; Reif et al.\, 2024). By integrating communication\, place\, and p
 articipation\, the framework advances a reconceptualisation of citizen sci
 ence in which trust emerges not as a by-product of participation\, but as 
 an outcome of strategically designed communicative infrastructures.\nThe c
 ontribution of this paper is twofold. Theoretically\, it extends research 
 on trust in science by introducing brand voice as an analytically distinct
  and operationalisable construct within participatory science communicatio
 n. Practically\, it provides a framework for designing citizen science ini
 tiatives that align communicative practices with principles of co-producti
 on and community engagement\, while also identifying the risks of performa
 tive “place-washing” where communicative identity is not supported by 
 genuine participatory governance. To the author’s knowledge\, this paper
  represents one of the first attempts to conceptualise brand voice as a tr
 ust-building mechanism in citizen science.
DTSTAMP:20260721T203745Z
LOCATION:Tagungsraum
SUMMARY:The Brand Voice of Citizen Science: Placemaking\, Community Engagem
 ent\, and the Architecture of Trust - Jūlija Prata
URL:https://ifkw.rz.tu-bs.de/citizen-science-communication-trust-2026/talk/
 7PCHDJ/
END:VEVENT
END:VCALENDAR