astroturfing

Astroturfing is the practice of creating or promoting what appears to be spontaneous, grassroots political activism, but which is orchestrated or funded by an organization, often with hidden sponsorship. The term combines AstroTurf, the synthetic grass product, with "grassroots" to contrast genuine community-led efforts with manufactured campaigns.

Mechanisms include front groups that appear independent, paid volunteers or advocates, donors who conceal their affiliations, paid commentators, staged events, and manufactured online discussions. In some cases, campaigns recruit supporters to sign petitions, attend rallies, or comment on media and policy debates to mimic genuine public support.

Historically, astroturfing emerged in the late 20th century as public relations firms and political consultants sought to sway opinion by creating the impression of broad citizen backing. With the rise of the internet, astroturfing expanded into online spaces, using sock-puppet accounts, bots, and coordinated networks to amplify messages and drown out dissent.

Impact and concerns: It can mislead the public and policymakers, distort policy debates, and erode trust in media and democratic processes. Ethically questionable and, depending on jurisdiction, may violate advertising or disclosure laws.

Detection and response: Researchers examine funding trails, organizational ties, and online networks; platforms label or remove inauthentic content and disclose sponsored content; policymakers discuss transparency requirements and media-literacy campaigns.

See also: propaganda, misinformation, online manipulation.