Oh Really?

Astroturfing, the devil in social media

Philippians 4:8, Finally, brethren, whatsoever things are true, whatsoever things are honest, whatsoever things are just, whatsoever things are pure, whatsoever things are lovely, whatsoever things are of good report; if there be any virtue, and if there be any praise, think on these things. When I first heard the word astroturfing I had fond flash backs of my younger years, hockey stick in hand and chasing that elusive little ball on a smooth expanse of artificial grass (which was then just emerging as the hockey pitch of the future). Now, after finding out the real meaning of the expression astroturfing those days of artificial grass introduction seem relatively innocent. We have heard of grass root movements, groups of people who stand for and push ahead regarding certain ideas and convictions. Those movements consisted of real people who were readily identifiable and could, if necessary, be called to account. A grass root movement was not always a desirable phenomenon, especially for politicians who had to take notice, but they were generally honest, projecting a certain level of ethical integrity. In astroturfing we also see the emergence of a grass root movement. But whereas the old-fashioned grass root movement is for real, genuine grass growing up, in astroturfing the grass root movement is artificial; it is a fake movement, just like Astroturf is a fake grass. Astroturfing is manipulative; it starts, directs, and skewers social media discussions and viewpoints by virtue of artificial discussion groups. (I think that the Pharisees who organized false witnesses were the forerunners of nowadays astroturfers Matthew 26:60.) With the help of software multiple, non-existent personalities are being created and they are inserted in social media and in emails, voicing opinions regarding particular products, political trends, politicians, entertainment, and any other societal activity or person you care to mention. This evil software is used, for instance, to start a discussion on Facebook or Twitter between numbers of made up people regarding a politician. This politician may be shown in either a positive or negative light, depending on the inclination of the single person who manipulates the software. Before long, real people mix in with the debate, not realizing that they are actually remonstrating against or agreeing with phantom debaters. The end result, however, will be a major shift in public opinion regarding this particular politician for better or worse. The astroturfer will invade sites like Amazon and express likes or dislikes for certain books written by environmental authors for instance and praise these authors or vilify them. The consequences for book sales (and the spreading of these authors views) will be artificially skewered in the eyes of a worldwide reading public. A seemingly innocent remark was placed on a social media site declaring that the communicator could hardly wait for Dancing with the Stars to start again tonight.

Further artificially created personae enthusiastically agreed. Real people started to follow the conversation and started to join in. The chat snowballed into a large chorus of approvals and urgings to sit down and watch the show that evening. The viewing publics opinion was being manipulated. This was not necessarily done by some one working on the show; it could be any one with the astroturfing software who had the personal desire to see the show grow successful. An Australian politician struck for some reason a discord with an astroturfer. Before long she could be seen on social media making inane and politically suicidal statements on social media. She did not actually say those things, but real people got in on the event and called her unmentionable names on account of statements she never made! A prominent US politician garnered apparently wide support for his political stance and he grew in stature in his political party. Through astroturfing debugging programs it was discovered that his support base was not 1.3 million people, but a mere 8% of that number many of whom joined as a result of the phantom popularity! He, or some one in his entourage, had deliberately manipulated social media with phantom supporters. It is a common ploy used by political campaign managers who do not have a moral problem with the approach; the end justifies the means. The US army (at least, some one supportive in or of that organisation) has been known to draw on astroturfing to put the army in a positive light in the Middle East. Fake personae were lauding the armys humanitarian efforts in Afghanistan and other places to change Middle Easterners perceptions of Uncle Sam and his soldiers. The Chinese government (or, at least, some one supportive of the regime) engendered a huge discussion platform regarding the wonderful political manoeuvring of Chinas political leadership in the world. Product promotion of large companies has taken great strides as marketing specialists have not shied away from using astroturfing as one of the media to push the product into the public awareness through the use of phantom consumers who lauded the product. In Australia and many other countries the public is protected by law against false advertising; therefore such marketing specialists are in dire straits should they be found out. But there is no law (yet) to police phantom discussions aimed at slandering a person or aimed at eroding a political career or an authors philosophical bend as expressed in writing. Astroturfing is artificial manipulation of the most unethical kind. The dictum Dont believe everything you read has taken on new and disturbing meaning with this software cancer invading the social media. It is also and this makes the phenomenon even more disturbing - a cancer that spreads easily into the more reputable channels of communication as newspapers and current affair programs monitor social media closely and take their cues from what is generated there. As a consequence large groups of people, even those who do not participate in social media, but merely read newspapers and magazines are being influenced by the opinion of just a single person who happens to work hard at astroturfing the social media and then produces a flow

on effect. Attitudes are formed, political and economical decisions are arrived at on the basis of credibly published but false data; elections are won and lost, no longer on the basis of true readings but on the basis of software engineered ones. Science fiction is no longer fiction; the twilight zone of disinformation is well and truly among us. When wealth is lost, nothing is lost; when health is lost, something is lost; when character is lost, all is lost. - Billy Graham (evangelist, 1918- present)

Dr Herm Zandman 21/09/2011