Astroturfing is the practice of masking the sponsors of a message or organization (e.g., political, advertising, religious or public relations) to make it appear as though it originates from and is supported by a grassroots participant(s). It is a practice intended to give the statements or organizations credibility by withholding information about the source’s financial connection. The term astroturfing is derived from AstroTurf, a brand of synthetic carpeting designed to resemble natural grass, as a play on the word “grassroots.” The implication behind the use of the term is that there are no “true” or “natural” grassroots, but rather “fake” or “artificial” support, although some astroturfing operatives defend the practice.
In political science, it is defined as the process of seeking electoral victory or legislative relief for grievances by helping political actors find and mobilize a sympathetic public, and is designed to create the image of public consensus where there is none (like that of the “Peace and Security” Campaign which will soon begin). Astroturfing is the use of fake grassroots efforts that primarily focus on influencing public opinion and typically are funded by corporations and governmental entities to form opinions. On the Internet, astroturfers use software to mask their identity. Sometimes one individual operates through many personas to give the impression of widespread support for their client’s agenda. Some studies suggest astroturfing can alter public viewpoints and create enough doubt to inhibit action.