Astroturfing

Greg York

gy028518@ohio.edu 

 

 

U.S. Senator Lloyd Bentsen of Texas first coined “astroturfing” in 1985. Bentsen used the word to call out a fake Texas grassroots movement. He said that “a fellow from Texas can tell the difference between grass roots and Astroturf” in response to insurance companies generating huge amounts of cards and letters in their attempt to gain support of their positions.

Picture source: https://www.eurekastreet.com.au/article/uprooting-fake-online-activism

 

George Mobiot defines astroturf operations as “fake grassroots campaigns that create the impression that large numbers of people are demanding or opposing particular policies.” He wrote about a whistleblower who used 70 personas to respond to internet sites and comment threads to promote his corporate clients and give an impression that many people supported those clients. Organizations are now using software to make it look like there is much support for a corporation or government. The software makes it look like real people are posting comments.

 

Many organizations plant callers on radio talk shows, rent crowds, dominate conversations on blogs, use software technology or other methods to get people to think that something is embraced by most. A great example of astroturfing is Working Families for Walmart. This fake grassroot movement’s purpose was to sway the public’s opinion in favor of Walmart and counter criticism made by labor unions against the company. Working Families was funded by Walmart but operated by its global public relations firm, Edelman. Critics accused Walmart of creating an impression that Working Families was a grass-roots organization and not disclosing the connection with Edelman or Walmart.

 

Organizations should promote their causes and activities openly and legitimately without attempting to mislead the public. The PRSA Code of Ethics encourages “accuracy and truth” to advance the interests of clients while communicating with the public. Those that adhere to the code avoid deceptive practices and “reveal the sponsors for causes and interests represented.”

 

Astroturfing inflates an idea, service, product, or company to create a sense of legitimacy. What ultimately happens though is that more and more people don’t believe anything they read or hear. We all become skeptics. We won’t believe it until we can personally see the proof. The challenge in today’s environment is finding that proof and truth, when we are bombarded with misleading and deceitful information and ploys.