Support 100 years of independent journalism.

  1. Science & Tech
14 August 2017

The internet dictionary: what is astroturfing?

Yes, like the fake grass.

By Amelia Tait

Thanks to the internet, there are a lot of new words. You’re most likely up to speed with your LOLs and OMGs, which became Oxford English Dictionary-worthy in 2011 (LOL OMG if you’re not). But words emerge constantly, and it can be hard to keep track of them. This is what this column is for. Every week, I’ll define a word that is crucial to understanding the internet, starting with “astroturfing” – like the fake grass.

To astroturf is to mask the author of a message to make it appear to have come from the grass roots. Messages created by brands, politicians and even the military are disguised as comments made by the public. The practice existed before the web – the term is thought to have been coined in 1985 by a US senator who received a “mountain” of letters from insurance companies posing as the public – but the internet has propelled it to new, disturbing heights.

“GIRLS U NEED TO READ THIS,” reads a tweet by a handsome teenage boy named Ashton, who tweets the same words day after day, followed by crying and heart emojis. Ashton lives to promote the book of a 19-year-old self-published author from Sheffield – or, at least, he would, if he lived at all. Ashton is fake, a profile designed to make the book seem popular. Many teenage girls have been duped by this. One told me: “I felt very cheated out of my money and my time.”

It has been estimated that a third of all consumer reviews online are fake. But it doesn’t end with bad books. In China, the “50 Cent Army” are astroturfers who are allegedly paid a small fee for each positive post they write about the Chinese Communist Party. And in 2011, it emerged that the US military was developing an “online persona management service” to spread pro-American messages, allowing one person to manage multiple online identities.

We would be foolish to assume that our own democracy is immune. Much was written about how the Tories used targeted social media adverts at the last election, and it is easy to see how astroturfing could transform our political landscape for ever. 

Sign up for The New Statesman’s newsletters Tick the boxes of the newsletters you would like to receive. A weekly newsletter helping you fit together the pieces of the global economic slowdown. Quick and essential guide to domestic and global politics from the New Statesman's politics team. The New Statesman’s global affairs newsletter, every Monday and Friday. The best of the New Statesman, delivered to your inbox every weekday morning. The New Statesman’s weekly environment email on the politics, business and culture of the climate and nature crises - in your inbox every Thursday. Our weekly culture newsletter – from books and art to pop culture and memes – sent every Friday. A weekly round-up of some of the best articles featured in the most recent issue of the New Statesman, sent each Saturday. A newsletter showcasing the finest writing from the ideas section and the NS archive, covering political ideas, philosophy, criticism and intellectual history - sent every Wednesday. Sign up to receive information regarding NS events, subscription offers & product updates.

Content from our partners
Transport is the core of levelling up
The forgotten crisis: How businesses can boost biodiversity
Small businesses can be the backbone of our national recovery

This article appears in the 09 Aug 2017 issue of the New Statesman, France’s new Napoleon