Comunicación científica en el espacio digital. Acciones de difusión de proyectos de investigación del programa H2020

The European Union’s H2020 program requires that all proposals submitted to calls include a scientific communication plan. Approved projects must have a plan for exploitation and dissemination of results (PEDR) that sets out the communication strategies. These must be translated into actions and products that contribute to reaching the different interest groups, following the four-helix model. This research analyzes the actions for disseminating and communicating the results of the research projects of the H2020 program led by entities, bodies, or companies in Spain and carried out through the web and social media. The hypothesis establishes that the communication actions carried out through the web and social media are scarce, standardized, and correspond to low-cost resources and formats, with nonprofessional production. From the database of projects funded by the H2020 program available on Cordis, a sample of 50 projects was selected based on funding criteria, choosing those with a higher level, as it is considered that this would, in principle, allow a greater allocation to communication actions. The methodology relies on descriptive and explanatory analyses of the websites and social media of the projects using the Method of analysis of scientific communication in digital media (Macomed), enabling an evolutionary comparison between 2017 and 2020. The variables of analysis are: (a) presence on the web and social media and (b) the level of use of these communication and dissemination channels considering metrics such as the level of activity, the diversity of channels, the rate of publication, the level of interaction with their audiences, the engagement with their communications, or the level of production achieved. The results reveal communication in digital media (web and social networks) that evolves with the development of the projects but that is unequal, with its scope limited mainly to Twitter and Facebook, and being highly oriented to reach research peers and evaluation agents, but lacking a clear orientation that addresses the demand for open communication to society as established by the principles of responsible research and innovation (RRI).