The Phenomenon of Fake Crowds

Laura Rose Tinkler

lauratinkler@gmail.com

In recent years, the phenomenon of astroturfing has polluted American public relations. Astroturfing gives the illusion that an organization has grassroots origins while concealing its real financial supporters. This concept has grown further into businesses that now provide supportive crowds for political campaigns and protests.

Crowds on Demand 

In 2012, Adam Swart created the company Crowds on Demand to provide crowds for parties and celebrities. Since its conception, the company has branched into the political arena. 

Swart says in the article The Lucrative Business of Crowds for Hire, "we started fielding political requests -- to provide crowds for world leaders and US political candidates at federal, state, and local level, or to conduct rallies and protests in support or opposition to an issue."

Crowds on Demand often look to actors to supply their crowds. An old casting call from the website Backstage, a site specifically for performers, states "Crowds on Demand, a Los Angeles-based PR firm, is looking for enthusiastic people in New York to participate in our Public Relations stunts including flash mobs, corporate events, and rallies. We have been profiled all over the media including Good Morning America, GQ, NPR, and others for our unique and fun concept." 

"The Lucrative Business of Crowds for Hire"

CNN

The Business of Crowds

Crowds on Demand has pioneered a new field and the concept is spreading internationally. For CEO Swart, he hopes to expand his company to the UK, Dubai, and India according to "The Lucrative Business of Crowds for Hire." Swart also claims the company has "more than doubled" yearly since its opening. 

Crowds on Demand is not just a worthy investment for its creator but also its clients. The overall return is often greater than the cost of the crowd. 

In "The Lucrative Business of Crowds for Hire" Swart states "When a client spends $10,000 on a protest and wins a $20 million settlement, that's a clear return on investment." In reference to political campaigns, he says "Before this you could spend $100,000 to put an ad in the Washington Post. Now you can spend a tenth of that to get right in front of people."

The Ethics of Fake Crowds

The idea of fake crowds and crowds to hire presents new ethical questions in the world of public relations. Typically, the roots of these crowds are hidden from the public. Is the deception and covering of the truth ethical?

When these fake crowds have been exposed, the backlash is typically negative. For example, Donald Trump's hiring of supporters for a campaign rally was met with major criticism. 

Ultimately, similar to fake news and images, astroturfing and fake crowds breed a sense of distrust throughout the nation. It is seemingly impossible to decipher the truth behind important political and ethical discourse.