Mar 03 2015
In a recent TEDx talk, Sharyl Attkisson nicely demonstrates the deep problem with astroturfing, although part of her demonstration was inadvertent. The problem is actually deeper than she stated, because she herself has fallen victim to part of the deception.
Astroturfing is essentially fake grassroots activism. Companies and special interests create non-profits, Facebook pages, social media persona, write letters to the editor, and essentially exploit social and traditional media to create the false impression that there is a grassroots movement supporting some issue. The key to astroturfing is that they conceal who is truly behind these fronts.
Attkisson, a journalist for CBS news, points to several examples in which pharmaceutical companies, for example, secretly promote their drug and marginalize criticism. She correctly points out how campaigns of doubt and confusion can work, by generating so much controversy that the public loses confidence in the science (and in fact science itself) and throws the baby out with the bath water.
This is all part of the same phenomenon I discussed in yesterday’s post about Google ranking websites by their factual accuracy. There is power in information, and there is essentially a war going on over control of information, which increasingly is fought on the battleground of the internet and social media.