WBC Assignment : Discussion on 'Astroturfing'

At a generic level, we are familiar with the term 'Astroturf' with reference to synthetic grass covering popular in sports like hockey etc. Basically it means fake grass. However, if we go into in-depth analysis of the term and the real implications, astroturfing is a formal political, advertising or public relations campaign seeking to create the impression of a spontaneous movement. It creates the impression of widespread support for a policy, individual or product whereas in reality little of such support exists. Astroturfers are most often highly paid lobby groups or political operatives who act at the behest of an organization or individual who has a stake in the campaign's successful outcome. Astroturfing can thus be undertaken by an individual pushing a personal agenda or a highly organized group with like political party. A prominent example of an astroturfing campaign is the National Smokers Alliance, an early astroturf group created by Burson-Marsteller on behalf of tobacco giant Philip Morris. It worked to influence Federal legislation in 1995 by organizing mailings and running a phone-bank urging people to call or write to politicians expressing their opposition to laws aimed at discouraging teens from starting to smoke. Another example is a pro-Kremlin group funding a vast network of online activists to create the illusion of widespread support for Vladimir Putin.