Public Relations and Astroturfing

Nick Frohlich
nickfrohlich@gmail.com

There is an ever-growing threat of large companies using misinformation in the form of sophisticated software representing nonexistent interest groups. It doesn’t end with these companies misusing this software to drown out voices of opposition as it can easily be used to quell any voice of dissent. Historically, big tobacco has used this strategy to upend any opposition to their industry and it has a proven and effective tool in establishing their multi-billion dollar market.

I have actually seen this used first hand in various stock forums by paid pumpers who are hired to proliferate untrue information on stock to generate interest around it in order to influence its price. Over time they become distinguishable as they will use the same facial profile for a variety of these fake accounts. Large firms have no problem paying out for individuals to troll these forums and create swaths of personas to attempt to influence their bottom line in any way possible. It's probably the most underhanded and worst type of PR any company could engage in and should be avoided by any ethical organization.

Illustration by Cei Willis, courtesy Vice.com

The application can have far-reaching consequences beyond influencing price or sentiment towards a product. If it suddenly becomes a tool to quell political dissent or any type of influence that isn’t in line with the status quo the consequences will be Orwellian in nature. Suddenly any government or organization can disseminate falsified information via an army of avatars posing as citizens vocalizing their opinions. It would have an overall sabotaging effect on the online platform and any type of democracy or open dialogue that could exist there.

Without any doubt, astroturfing is apocalyptic for the online world as we know it. Any contrary opinion can instantly be doused out in a sea of organized trolls at the whim of those with enough power and money to afford a scheme this Machiavellian. It eradicates the ability to have any kind of debate online and strips the platform of the vocal power it gives to the people. Organizations that want to cash in on this kind of practice are well aware that there isn’t any current legislation in this tech revolution as the legalities always tail end the situations that facilitate the needs for such laws. Until there is something comprehensive in the form of legislation and new laws in this unforeseen arena, we the people are ultimately at the mercy of this weapon of misinformation.