6 Tips For Spotting Astroturf

Here are some of the things Taki used to work out who was legitimate grassroots and who was fake.
1. Name
Astroturf groups have names that make them sound like they are created by or for the benefit of average citizens. So look for names with titles like: ‘Americans for…’ or ‘Citizens for…’ or if they want to be a little more cryptic, ‘Coalition for…’. For example, in the recent healthcare debate, groups who were fronting for the private healthcare industry included:

  • Conservatives For Patients Rights
  • Coalition to Protect Patients Rights
  • Centre For Medicine In The Public Interest
  • Coalition For Medicare Choices
Case Study
The Coalition to Protect Patients Rights (CPPR) sell themselves as a group of concerned doctors and healthcare professionals. But who are they really fighting for?

protectpatientsrights.org

2. Message
Who will benefit from what the group is arguing? As seen in (Astro) Turf Wars, messages like ‘freedom of choice’ or ‘big government socialism’ are frequently used by front groups to distract people into thinking this is about them when it might be all about protecting profits and/or achieving other ideological ends (those who’ve seen the film know what I mean).

Case Study
While CPPR argue that a ‘government takeover’ of healthcare will reduce the quality of patient care, the real purpose of their message is to stop the government from entering their marketplace.

Frame from a CPPR ad, warning of a "government takeover"

3. Spontaneous

Astroturf groups often appear spontaneously as a fully formed organization. While grassroots groups tend to be built from the ground up, astroturf efforts are often more like slick marketing or PR campaigns (which is because they usually are). They appear out of nowhere with media events, TV ads, brochures, flashy websites and talking points.

Case Study

CPPR ads appeared out of nowhere in mid-2009 almost as if a PR company had put the whole thing together.

4. People
Who are the people behind the group? Does the group have real world members? Can you join the group? Attend a meeting? Do they have a phone number? If so, make sure it’s not somebody from a PR company answering.

Case Study

In June 2009 the Center For American Progress noticed that a press conference for  the newly formed CPPR was being organised by Washington PR firm DCI. DCI has a long history of fronting for Big Tobacco and Big Pharma and further investigation revealed that yes, DCI was organizing CPPR. Verdict: Astroturf.

5. Funding
How much money has gone into the campaign? Where is this coming from? While many things can be faked, something is usually fishy if the group starts magically spending big bucks on things like national tours or TV ad campaigns.
Case Study
The CPPR ad above is a tell-tale sign that industry money is involved. See the CPPR YouTube channel for more videos

6. Media Appearances
Follow all TV, radio and print stories. Who is holding visible protests, getting quoted and running a good media campaign? Pay close attention to what groups and their ‘experts’ are getting coverage on Fox News and other populist conservative media.
Case Study
CPPR spokesman Dr Donald Palmisano did the circuit of conservative media.