What does astroturfer mean?
An astroturfer is a person or organization that masquerades as a genuine grassroots participant in online discussions or movements, but is actually a representative of a corporation, government, or other entity with a vested interest in the outcome. Astroturfers often post comments, reviews, or messages that appear to be from an independent individual but are actually part of a coordinated campaign to shape public opinion or influence consumer behavior. The term is often used pejoratively to imply deception or manipulation. Astroturfers can be found in various online communities, including social media, forums, and review websites. Their activities can be difficult to detect, but can have a significant impact on public discourse and consumer decision-making.
nounAn astroturfer is a person or organization that appears to be a grassroots participant in an online movement or discussion but is actually an agent or representative of a corporation, government, or other organization with a vested interest in the outcome.
- A person or organization that creates the illusion of grassroots support online.
- A participant in online discussions who secretly represents an organization with a vested interest.
"The company's astroturfer posted dozens of fake reviews online to boost their product's rating."
"The astroturfer's comments were flagged by moderators for violating the forum's rules."
"The company's astroturfer campaign was exposed by investigative journalists."
The plural form is used when referring to multiple individuals or organizations engaging in astroturfing activities.
"The social media platform removed accounts belonging to several astroturfers."
Reviewed by Deb Chak, Editor. AI-assisted content curated by RJS Tech Solutions LLP.
Etymology of astroturfer
The term 'astroturfer' is derived from the words 'astro-', suggesting something artificial or extraterrestrial, and 'turf', referring to a type of artificial grass. The term likely originated in the early 2000s, when online marketing and social media began to play a larger role in shaping public opinion.
Usage notes
This term often carries a negative connotation, implying deception or manipulation. It is commonly used in the context of online marketing, politics, and social media.