What is Astroturfing?

AstroTurfing refers to the practice of creating fake grassroots support for a particular product, service, or ideology. This term is a play on words combining the word "astroturf," a synthetic material that mimics natural grass, and "grassroots," which refers to genuine public support.

AstroTurfing is a deceptive marketing tactic where a company or organization creates fake online reviews, comments, or social media posts that appear to be from ordinary people, but are actually from paid marketers or employees. The goal is to manipulate public opinion and create the illusion of widespread support for a product, service, or idea.

For example, a company might hire individuals to write fake positive reviews for a product on websites such as Amazon or Yelp. These fake reviews could give the impression that the product is highly popular and well-liked, even though it may not be the case.

AstroTurfing is often used in politics as well. For example, a political group might create fake social media accounts and use them to spread false information or promote a particular candidate. The goal is to create the impression that there is a large and growing movement of support for a particular candidate, even if there is not.

The use of AstroTurfing is unethical and can harm consumers and the public by misleading them about the popularity or quality of a product, service, or idea. It can also undermine the credibility of online reviews and social media, making it more difficult for people to distinguish genuine opinions from fake ones.

Simplified Example

AstroTurfing is when a company or organization tries to pretend like they're a group of normal people giving their opinion when really they're just paid to do so. It's like a puppet show, where the puppets look like real people, but they're actually being controlled by someone else behind the scenes. So, when a company does AstroTurfing, they might create fake social media accounts or write fake reviews to make their product or service seem more popular or appealing than it really is. It's like putting on a disguise to trick people into thinking something is better than it actually is.

Who Invented AstroTurfing?

The term "astroturfing" was introduced by United States Senator Lloyd Bentsen of Texas in 1985. Senator Bentsen coined the term during a floor speech to describe a substantial volume of letters and cards inundating his office, which he suspected were orchestrated by a public relations firm acting on behalf of the insurance industry. The term has since become widely used to describe the deceptive practice of creating a false appearance of grassroots support for a cause or idea, typically by concealing the involvement of a vested interest.

Examples

Fake Online Reviews: A company creates fake online reviews for its products on websites such as Amazon or Yelp. The reviews are written by employees or paid marketers and are designed to make the product appear highly popular and well-liked. The goal is to manipulate public opinion and boost sales.

Social Media Campaigns: A political group creates fake social media accounts and uses them to spread false information or promote a particular candidate. The group hires individuals to post messages and comments on social media, making it appear as if there is a large and growing movement of support for the candidate. The goal is to influence public opinion and sway the outcome of an election.

Influencer Marketing: A company hires popular social media influencers to promote its products. The influencer is paid to create content and post pictures or videos of the product on their social media accounts. However, the influencer may not disclose that they are being paid to promote the product, giving the impression that the endorsement is genuine. The goal is to manipulate public opinion and create the illusion of widespread support for the product.

These examples demonstrate how AstroTurfing can be used in various forms to manipulate public opinion and create the illusion of support for a product, service, or idea. By creating fake reviews, social media campaigns, and influencer marketing, companies and organizations can deceive consumers and undermine the credibility of online reviews and social media.

Related Terms

• Big Tech: A term used to describe a group of large technology companies that have become dominant in their respective industries.

• Decentralized Social Media: Social media platforms that are built on decentralized, blockchain-based networks, rather than being centralized on a single server or network.