Astroturfing and Social Media Manipulation in Policy Making

In the digital era, social media has become a highly influential tool in shaping public opinion. However, it is often used in non-transparent ways to influence public perceptions of specific policies. One of the widely discussed manipulation techniques today is astroturfing, which involves creating the illusion of widespread grassroots support, while in reality, it is orchestrated by specific groups with particular agendas. 

Astroturfing is frequently coupled with social media manipulation to spread narratives or influence public perceptions, especially during the policy-making process.

Astroturfing: Definition and Techniques

Astroturfing is a technique used to create the illusion of grassroots support or movements originating from the general public, while in truth, the support is fabricated or coordinated by specific parties. This method often involves the use of fake social media accounts, bots, or digital campaigns managed by groups or individuals with vested interests.

Some common techniques used in astroturfing include:

1. Creation of Fake Accounts
   Political actors or interest groups often create fake social media accounts that appear to be ordinary users to post supportive comments or endorsements of certain policies. In many cases, generic names are used for these accounts to spread a particular narrative in an organized manner. This creates the illusion that support is widespread, when in fact, it is merely a hidden fabrication.
2. Use of Bots
   Automated tools are employed to amplify posts, comments, or likes in support of a policy or narrative. Research by Benkler et al. (2018) in Network Propaganda illustrates how bots can be used to disseminate messages quickly and on a large scale, creating the illusion that the policy has received broad positive feedback. This often deceives the public, leading to biased conclusions and diminishing the space for authentic discourse.
3. Organized Campaigns
   This technique involves directing a group of people or organizations to simultaneously share messages or endorse specific issues, giving the impression of widespread societal support. It typically involves influencers or high-followed accounts to expedite the message's dissemination. These campaigns are often concealed behind the scenes, making the public believe that broad support exists, although only a small number of individuals are involved.
4. Dissemination of Manipulated Content
   Astroturfing often involves the spreading of information that has been strategically altered to sway public opinion. This content could include edited photos or videos, statistics taken out of context, or biased narratives. The goal is to reinforce a specific viewpoint and undermine opposing arguments.

Social Media Manipulation in Policy Making

Social media manipulation is not only about altering public perceptions but also about controlling large-scale narratives during policy development. Through astroturfing techniques, particular parties can exploit social media to create the impression that their proposed policies have widespread public support, even if only a small fraction genuinely backs them.

Some common forms of manipulation through social media include:

1. Positive Framing
   Positive framing techniques highlight only the positive aspects of a policy while neglecting potential negative impacts or flaws. Research by Tufekci (2017) in her article on Social Media and the Public Interest shows that distorted framing can influence public opinion, causing policies that should be criticized to be perceived as ideal solutions.
2. Issue Diversion
   This technique involves creating or spreading sensational issues to divert the public's attention from more significant problems or critical debates about policies. For instance, when a policy faces strong criticism, manipulators might incite discussions on popular or controversial topics, such as celebrity conflicts or other national issues that evoke emotional reactions from the public.
3. Spreading Hoaxes
   Hoaxes are false or misleading information deliberately spread to support a policy or damage the reputation of political opponents. McCombs and Shaw (1972) in their Agenda-Setting theory argue that social media holds significant power in determining what is perceived as important by society. In the context of astroturfing, hoaxes are often used to spread messages that either bolster a policy's position or undermine opposition.

Implications in Policy

The manipulation of public opinion through astroturfing and social media has various negative consequences, both for the democratic process and the integrity of policies. Habermas (1989) in The Theory of Communicative Action argues that a public sphere free from manipulation is crucial for making democratically legitimate decisions.