Public opinion is not absolute. It can be swayed each time new information is presented. There are different ways of shaping public opinion, such as astroturfing. The term is believed to have been coined by former US Secretary of the Treasury and Senator Lloyd Bentsen in 1985. When he received many supposedly generated and fabricated emails promoting insurance, he commented, “A fellow from Texas can tell the difference between grass roots and Astroturf.” The latter was a reference to a company that manufactures artificial grass.
Astroturfing is the “organized activity that is intended to create a false impression of a widespread, spontaneously arising, grassroots movement in support of or in opposition to something but that is in reality initiated and controlled by a concealed group or organization.”
Social issues
The division between belief and behavior is highly visible when the public faces polarizing issues. Astroturfing can present itself as fake widespread backing, such as fake social media accounts set up to post coordinated messages. Organizations that practice astroturfing also offer payment for fake campaigns while posing as ordinary citizens voicing their opinions.
Politics
It makes sense that the first appearance of the term astroturfing came from a politician. Generally, astroturfing has a huge impact on politics. Other candidates succumb to paying trolls and internet influencers to spread information during an election. The harm comes when the data being spread is offensive and false. Politicians may also use this tactic to rewrite their public reputation.
Marketing
False advertisement is not new to us. Marketers and businesses often embellish their products to make them look enticing. At times, even the numbers and statistics provided are misleading. In online shopping, for instance, it has become the norm to come across fake reviews and testimonials. Often, these reviews also come from fake profiles that are specifically generated just for astroturfing.
How to spot astroturfing
There are patterns that we can observe when it comes to astroturfing. One is the repetitive posts from different accounts, especially newly made ones. There is a huge chance that the copies used in these social media posts are mostly identical. Another tip is to scrutinize the profiles where information is posted. These profiles are usually new and use stock photos to hide the person’s identity. It won’t hurt to check the content of the profile as well. If they only talk about one subject in particular, there’s a chance it is a fake account used to deceive the public.
People often say to browse and share information responsibly. While there is no harm in promoting products, services, or advocacies we believe in, our duty to inform without harming remains. It is essential to ensure that in endorsing something, we do not unintentionally spread misinformation or contribute to harm, whether to individuals, communities, or society in general.
Photo credit: The feature image is symbolic and has been done by Kayla Velasquez.
Sources: Ryan Sager (The New York Times) / Merriam-Webster / Gary King, et al. (Harvard University) / Bárbara da Rosa Lazarotto (LSU Law Digital Commons)
