“Astroturfing” refers to the deceptive practice of creating a false or misleading impression of grassroots support for a cause, product, idea, or political movement. The term is derived from “AstroTurf,” a brand of artificial grass, symbolizing the fakeness of the purported grassroots activity. Astroturfing aims to manipulate public perception and create the illusion of widespread grassroots support or opposition, often through orchestrated campaigns that disguise their true origin.

In astroturfing, organizers may employ various tactics to simulate genuine grassroots movements.

Astroturfing Tactics

Fake Identities: Astroturfing campaigns may involve the creation of fake personas or organizations that appear to be independent supporters. These entities then promote the desired message or cause, obscuring the fact that they are controlled by a central entity.

Social Media Manipulation: Astroturfers often leverage social media platforms to amplify their messages. They may use fake accounts or bots to artificially inflate the appearance of support, generate hashtags, or spread specific content to create the illusion of a trending topic.

Paid Endorsements: Some astroturfing efforts involve paying individuals or organizations to express support for a particular cause. This can include influencers, bloggers, or commentators who may not disclose their financial ties to the entity behind the campaign.

Form Letters and Pre-Written Scripts: Astroturfers may distribute pre-written scripts or form letters to individuals, encouraging them to send messages to policymakers or media outlets. This creates the appearance of diverse, spontaneous expressions of support when, in reality, the messages are centrally coordinated.

Astroturfing is often used in politics, corporate marketing, and public relations to sway public opinion, influence legislation, or shape perceptions. It can be challenging to detect because it is designed to mimic genuine grassroots movements. However, increased awareness and scrutiny, coupled with efforts to identify patterns of inauthentic behavior online, have made it more difficult for astroturfing campaigns to go unnoticed.

The practice is generally frowned upon as it undermines the democratic process and honest public discourse by manipulating the appearance of popular support or opposition. Many jurisdictions have regulations and ethical guidelines in place to address and discourage astroturfing activities.