Access to high quality evaluation results is essential for science communicators to identify negative patterns of audience response and improve outcomes. However, there are many good reasons why robust evaluation linked is not routinely conducted and linked to science communication practice. This essay begins by identifying some of the common challenges that explain this gap between evaluation evidence and practice. Automating evaluation processes through new technologies is then explicated as one solution to these challenges, capable of yielding accurate real-time results that can directly feed into practice. Automating evaluation through smartphone and web apps tied to open source analysis tools can deliver on-going evaluation insights without the expense of regularly employing external consultants or hiring evaluation experts in-house. While such automation does not address all evaluation needs, it can save resources and equip science communicators with the information they need to continually enhance practice for the benefit of their audiences.

Modern technology and innovation research needs to analyse and collect users’ requirements from the outset of the project’s design, according to the Responsible Research and Innovation (RRI) approach. Bringing in new services without involving end-users in the whole research process does not make for optimal results in terms of scientific, technological and economic impact. This commentary reports on research experience of stakeholder involvement and co-production in Italy, implemented in Earth Observation downstream services at regional level. It reports the participative approach and method adopted and the impacts and benefits derived.

The validity of citizen science conducted by community activists is often questioned because of the overt values that activists bring to their investigations. But value judgments are a necessary part of even the best academic science, and scientists whose findings suggest the need for policy action can learn from the example of citizen scientists. Communicating clearly about value judgments in science would give the public a better basis for distinguishing between responsible and irresponsible research on controversial issues.

The organization and functioning of research have radically changed over the last 10 or 20 years, as a result of a determined political action. The activism of some scientists, during this period, has failed to significantly alter this trend. So far. Today, New Public Management is triumphant. It has been implemented by a category of former scientists who have become administrators, evaluators, organizers. As a result, the prime role of scientific publications is no longer to exchange scientific information but to allow a measure of scientific production, and to rank the principal investigators. Now, the massive use of numerical tools (impact factors, h index), allows policy makers and their collaborators to evaluate publications without reading them. In addition, researchers are told to work in a budgetarily stable system (or even a decreasing one), with internal dynamics that should make it increase exponentially. This has led to the development of precarious jobs. One day, this bubble will explode.

This commentary explores a traditionally supposed boundary between science and politics, with particular attention to activist scientists who engage in public communication. Work in fields like science and technology studies shows that framing this boundary in terms of epistemological rules fails. Boundaries dictating proper scientific activities are at best pragmatic, context-dependent, and fluid. Certainly, certain kinds of politics can undermine the integrity of scientific knowledge, but it is imperative to recognize that all science is political. As we see with activist climate scientists, certain scientific knowledge carries far-reaching political consequences. It is thus problematic to call for the “de-politicization” of science or science communication. A turn from epistemic to ethical concerns perhaps offers a more constructive way forward.

Science and activism are terms which are usually seen as quite separate. Yet, they are inextricably linked, even more so as techno scientific progress permeates contemporary society. The five commentaries in this series provide insights for a discussion about how the (apparent) separation between “value laden” activism and “value free” science is in fact very thin, and how science communication can play a key role in ensuring reflexivity and self criticism in science.

Knowledge is not static or unique. It can be exchanged between activists, academia and policy circles: from science to activism and from activism to science. Existing scientific knowledge is being used by activists to expose wrongdoings or improve practices and knowledge in environmental and health conflicts. Activists can either adopt scientific knowledge and data in their own argumentations or produce new scientific knowledge either by becoming scientists themselves or in co-operation with experts. Local and scientific knowledge is being combined to challenge government policies and the knowledge produced by corporate actors. Also explored is the figure of the expert-activist; with scientists becoming activists and vice versa, the boundaries between activists and scientists are increasingly blurry.

After being cosseted by the media for what they incorrectly considered to be a scientific feat, the author found himself widely boycotted by the more “responsible” media. The reason for this was his critical view of the evolution of science, which he felt had become a tool at the service of innovation, and, therefore, of industrial interests. The traditional image of science, which serves to help us to understand the world, still persists despite being perverted by commercial interests, because it is defended by naive people as well as by lobbies, themselves responsible for this debasement. Thus, the “militant” scientist is suspected of dishonourable behaviour and finds himself expelled from the “scientific community”, forced to express himself from the margins. As a result, a parallel world of information and debate is created, which presents truths different from those of the mainstream institutions.