What is Astroturfing?
Astroturfing, sometimes referred to as fake grassroots, is a practice used by companies or organizations to shape public opinion.
Adam Bienkov of The Guardian defines astroturfing as widespread grassroots used to create the impression of support where little support exists. “Multiple online identities and fake pressure groups are used to mislead the public into believing that the position of the astroturfer is the commonly held view,” says Bienkov.
“Think of astroturf as the grownup version of high school peer pressure,” says Sharyl Attkisson in her opinion piece for The Hill. “Astroturf seeks to control information and change your mind by making you believe ‘everybody else’ feels a certain way.”
In essence, astroturfing is designed to use our own psychology against us: If something looks supported, it must be worth supporting, right? Alternatively – if something appears popular, it must be credible, right?
Why should we be concerned about it?
Like views on a video or shares on a Tweet, popularity does not always equal accuracy. However, in the case of astroturfing, the stakes can be higher than social media. Astroturfing can not only be unethical or manipulate public opinion, but it can risk the safety of those involved.
In an article written by Lucas Ropek for Government Technology, Ropek links what are known as “Re-open protests” to groups seeking to take advantage of society’s panic and frustration over COVID-19. These protests are designed to encourage Americans to demand that state governments ease their restrictions despite the warnings from experts about the dangers of reopening the economy. Ropek writes about how recent studies have shown that most of this movement has been supported more by organizations and wealthy special interest groups and less by every-day Americas as they would have the public think.
Not only are these organizations acting in their own interests, but they are encouraging Americans to disregard the restrictions that have been implemented for their safety. Additionally, not only are these companies encouraging Americans to support this cause, but they are hiring Americans to perform at these protests.
While a company or organization might use astroturfing to achieve its own goals, the effects of astroturfing can be far-reaching.
Why should we be concerned about it?
Like views on a video or shares on a Tweet, popularity does not always equal accuracy. However, in the case of astroturfing, the stakes can be higher than social media. Astroturfing can not only be unethical or manipulate public opinion, but it can risk the safety of those involved.
In an article written by Lucas Ropek for Government Technology, Ropek links what are known as “Re-open protests” to groups seeking to take advantage of society’s panic and frustration over COVID-19. These protests are designed to encourage Americans to demand that state governments ease their restrictions despite the warnings from experts about the dangers of reopening the economy. Ropek writes about how recent studies have shown that most of this movement has been supported more by organizations and wealthy special interest groups and less by every-day Americas as they would have the public think.
Not only are these organizations acting in their own interests, but they are encouraging Americans to disregard the restrictions that have been implemented for their safety. Additionally, not only are these companies encouraging Americans to support this cause, but they are hiring Americans to perform at these protests.
While a company or organization might use astroturfing to achieve its own goals, the effects of astroturfing can be far-reaching.
What can we do about it?
The good news is astroturfing can be identifiable sometimes. In a Washington Post article about spotting disinformation on social media, some means of astroturfing can be easily spotted. Coordinated messages as well as groups of suspicious accounts are a giveaway for fake Internet personas.
Additionally, paid demonstrators have been seen wearing coordinated outfits or carrying similar signs, as was pointed out on Last Week Tonight when the late-night show covered astroturfing.
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| Photo of paid demonstrators | Last Week Tonight |
However, when it isn’t recognizable, we need to seek credible sources for a well-rounded viewpoint on an issue. Like every ethical dilemma, both audience and outlet alike need to take accountability for every piece of news shared, every poll participated in, and every advertisement viewed.
While astroturfing can seem like peer pressure or can play on existing emotions we harbor, it can also manipulate our natural impulse to help out or add our support. Since the practice is so evasive and uses our own psychology, in some cases, it’s going to require some digging to determine whether a campaign is genuine. It’s easy to get wrapped up in relatable issues that seem supported by ordinary people, and companies know this. It’s not about feeling gullible, but rather developing a healthy skepticism for how companies or organizations interact with the public.
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