Posted by
Opinionmill Author on Saturday, October 28, 2006 2:45:00 PM
Earlier this week while trying to understand the Rush Limbaugh vs. Michael J Fox exchange, I used the metaphor “flat-world Molotov cocktail” to describe an internet campaign in which questioning the messenger (content or motive) is designed to result in the questioner being burned. Examples given were Fox, Max Cleland, John Kerry, and Cindy Sheehan.
I think that documenting the mechanics of … what do you call this…. Media manipulation, explosions of buzz…. in the internet age is important because as never before in human history, information from or to the masses can and will set the agenda of democratic nations.
As Tom Friedman pointed out, anybody can upload anything to the internet. But millions of people are naive about the ever growing scale of influence that the internet (and those that can influence or create a buzz) have on the global town-square.
I am not a media professional by any stretch of the imagination, but I am fascinated by these types of techniques. I am sure that those more closely linked to politics and media could open my eyes to much more than this (and I welcome comments and links to more information).
I am using the Flat World category on Opinionmill.com to capture and break down these types of deception techniques. The folks over at the Mudville Gazette have recently turned me on to two called “astroturfing” and “puppet socking”.
Astroturfing has been around for decades (the term was coined by Lloyd Benson) and describes a grass roots campaign designed, deployed, and backed by hidden corporate or political entities. The Mudville Gazette provides a great example here, with analysis here.
Puppet socking is pretending to be somebody you are not in an internet community to avoid accountability for the information you are spreading.
Finally, here are some select Wikipedia references about astroturfing and puppet socking. This is great reading if you are not familiar with these techniques:
From Wikipedia:
In politics and advertising, the term astroturfing describes formal public relations (PR) campaigns which seek to create the impression of being a spontaneous, grassroots behavior. Hence the reference to the "AstroTurf" (artificial grass) is a metaphor to indicate "fake grassroots" support.
The goal of such campaign is to disguise the agenda of a political client as an independent public reaction to some political entity —a politician, political group, product, service, event. Astroturfers attempt to orchestrate the actions of apparently diverse and geographically distributed individuals, by both overt ("outreach," "awareness," etc.) and covert (disinformation) means. Astroturfing may be undertaken by anything from an individual pushing their own personal agenda through to highly organised professional groups with financial backing from large corporations.
Word origin
The term, said to have been used first in this context by former U.S. Senator Lloyd Bentsen (Democrat-Texas), is wordplay based on "grassroots democracy" efforts, which are truly spontaneous undertakings largely sustained by private persons (not politicians, governments, corporations, or public relations firms). "AstroTurf" refers to the bright green artificial grass used in some sports stadiums, so "astroturfing" refers to artificial grassroots efforts.
Astroturfing techniques usually consist of a few people discreetly posing as mass numbers of activists advocating a specific cause. Supporters or employees will manipulate the degree of interest through letters to the editor, e-mails, blog posts, crossposts, trackbacks, etc. They are instructed on what to say, how to say it, where to send it, and how to make it appear that their indignation, appreciation, joy, or hate is entirely spontaneous and independent. This makes their campaign seem "real" rather than the product of an orchestrated campaign. Local newspapers are often victims of astroturfing when they publish letters identical to those received and printed by other newspapers.
It has become easier to structure an astroturfing campaign in the electronic era because the cost and effort to send an e-mail (especially a pre-written, sign-your-name-at-the-bottom e-mail) is so low. Companies may use a boiler room full of telephones and computers where hired activists locate people and groups that create enthusiasm for the specified cause. Also, the use of psychographics allows hired supporters to persuade their targeted audience. This correlates with the merge-purge technique that combines information about an individual from multiple databases. Companies can then turn hypothetical supporters into activists for the cause. This leads to misuse of the Internet, for one person is able to play the role of a whole group of like-minded people (see also Internet sockpuppet).
Sockpuppet (sometimes known also as a mule, glove puppet, alt(alternate) account, or joke account) is an additional account of an existing member of an Internet community to invent a separate user. This may be used for fictional support of separate people in a vote or argument by falsely using the account as a separate user, or for acting without consequence to one's "main" account. It is often considered dishonest by online communities, and such pretending individuals are often labeled as trolls.
Although the "sock puppet" concept has been applied to different sender names of the same e-mail account on different computers, such alternate IDs to identify a particular computer may not always be for deception.