What does Astroturfing mean?
Creating a fake grassroots movement
Detailed Explanation
'Astroturfing' is the practice of masking the sponsors of a message or organization to make it appear as though it originates from and is supported by genuine, grassroots participants. Online, this involves using sockpuppet accounts or paid actors to create a false impression of widespread public support for a product, company, or political viewpoint. The name comes from AstroTurf, a brand of fake grass.
Usage Examples
“The movie studio was accused of astroturfing after dozens of new accounts suddenly started posting positive reviews.”
“That 'spontaneous' political protest was actually an astroturfing campaign funded by a corporation.”
“It's hard to tell what's a real opinion and what's just astroturfing anymore.”
Origin & History
The term was coined in the 1980s by U.S. Senator Lloyd Bentsen to describe the fake 'grassroots' letters his office was receiving from an insurance company. The concept became highly relevant in the internet age, where creating the illusion of popular consensus is a common marketing and political tactic.
Frequently Asked Questions
How can you spot astroturfing?
Common signs include multiple new accounts all posting very similar messages, suspiciously coordinated timing of posts, and a lack of genuine, personal history on the accounts involved.