Showtime had a multi-season hit espionage series called Homeland. In one of the seasons, a Russian agent was creating havoc in the US by creating fake social media messages that looked like they originated from hundreds of Americans.
It seemed like a stretch of the imagination to believe that the public could be fooled by these fake pictures and videos even if they were expertly created.
But we don't need to imagine the public being fooled because companies, organizations, and even governments do it all the time, and it must be working well.
It even has a name Astroturfing.
According to Merriam-Webster, atsroturfing is organized activity that is intended to create a false impression of a widespread moment but that is in reality the work of a concealed company or organization.
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| Senator Lloyd Bentsen, Source: US Senate Historical Office |
The term came to be from a quote by Texas Democratic senator Lloyd Bentsen. Senator Bentsen said, "A fellow from Texas can tell the difference between grass roots and Astroturf." Astroturf for those not familiar is a fake grass surface usually found at sports arenas.
What Senator Bentsen was referring to some 36 years ago was the mountainous amount of letters he received in support of a specific cause. It was easy for him to figure out these letters weren't coming from the public. Some organization was sending him all this mail.
Unfortunately, with the coming of the digital and internet age, it is no longer as easy to tell the difference between real grass and Astroturf.
In an article by the Business Insider from 2011, it listed organizations that had engaged in astroturfing. They included such big businesses as:
- WalMart
- Exxon Mobile
- McDonalds
- Phillip Morris
- Comcast
Are companies and organizations not able to get their messages out while being straight forward? These tactics feel like weapons warring nations would use against each other.
In today's everything goes political climate, I expect political entities to behave unethically. I'm embarrassed to see astroturfing happening else where.
Who are running these companies and organizations? What type of people are they and how did they get to those positions with such a lack of ethical intelligence?
Chad, it's scary that social media gives people/companies the ability to push their agendas in a way that seems 'organic'. I'm sure I've fell victim to a fake comment or post before, and I can't imagine the amount of less technology-inclined people who have fell for astroturfing.
ReplyDeleteChad, I appreciate your connection between astroturfing and television shows, such as Homeland. While it may seem unbelievable that viewers can be so gullible, it is unfortunately commonplace. That is why the role of a PR professional is so critical, as there is a great deal of trust involved. Most people have never even heard of the term "astroturfing", let alone realize that they've been affected by it.
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