Introduction — March 2, 2016

Grassroots backing is important for getting any imitative off the ground in public life. Be it for the creation of new legislation or a drive for drug-supported improved ‘mental health’: you also need support from professional and public bodies, which helps augment popular support.

If that isn’t forthcoming though you have to manufacture it. This is where Astroturfing comes in; as the term implies, this involves creating the illusion of grassroots support.

According to Wikipedia:

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 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 (see Justification below).

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.^[1][2] Some studies suggest astroturfing can alter public viewpoints and create enough doubt to inhibit action. ^[3]

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