“Astroturf” Presents a New and Real Threat

astroturf.jpgIf you think Astroturf is just fake grass that you put on your deck, check out the extensive WikiPedia article on it’s being also a term that describes artificial grassroots campaigns. In a world increasingly interconnected by hard to verify websites, photos, and videos, the ease with which we can assume “that’s real” becomes harder and harder. That’s not to say misleading or overly rosy public relations campaigns are anything new, but this new breed of under-the-table campaigns poses a particular threat that must be addressed. Bruce Sterling draws our attention to it in his latest post on political astroturfing. Companies too, and their PR firms are increasingly finding ways to blur straightforward communication, sometimes for little more than brand awareness, but sometimes maliciously.
Many of these astroturf campaigns have been debunked, and bloggers in particular seem to have a knack for catching them in their tracks. The story of Al Gore’s Penguin Army and McDonald’s Lincoln Fry are two great examples of failed astroturf campaigns, the former insipid, the latter relatively harmless.
I’m still a bit of a utopian optimist when it comes to internet technology, but the rise of “astroturf” should keep us all on our toes.

Nick Aster is a new media architect and the founder of TriplePundit.com and head distribution for 3BL Media.

TriplePundit.com has grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place. It was acquired in 2017 by 3BLMedia, the leading news distribution and content marketing company focused on niche topics including sustainability, health, energy, education, philanthropy, community and other social and environmental topics.

Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He worked for TreeHugger.com, managing the technical side of the publication for 3 years and has also been an active consultant for individuals and companies entering the world of micro-publishing. He earned his stripes working for Gawker Media and Moreover Technologies in the early days of blogging.

Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis.

One response

Leave a Reply