astroturfing and the authenticity of movements
August 5th, 2009 • posts i've written
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One of the original premises of advertising has always been: buy this product because everyone else is. Advertising alone used to accomplish this simple message. Watch the ad, see smiling faces, look at your frown in the mirror, and go out and buy said product. As the effectiveness of ads have diminished, advertisers (and anyone else looking to sell a message) have co-opted the mechanisms of our new digital culture – mechanisms that were not developed for the sole benefit of commercial interests.
The digital mechanisms of grassroots movements and spontaneous events were honed by people like Charlie Todd of Improv Everywhere, Bill Wasik, and others. And now the Republican Party, political action groups, and companies have begun using these techniques to fabricate consensus and grassroots momentum for their own interests.
This co-opting of course wouldn’t be as destructive as it is if not for the complete ignorance of mainstream media. Here’s a great example from a recent April Fool’s day event by Improv Everywhere:
CW 11 News Falls for Fake Improv Everywhere April Fool’s Mission – More amazing video clips are a click away
We’re living in an environment where the cultural literacy of our traditional commentators is in serious question. Technology and culture have obviously marched onward, and either laziness or ignorance has halted their understanding of the actual world in which we live. It’s eerily reminiscent of Wag the Dog, only real.
This post is the product of a deep concern, but alas I have no easy remedy. I’m interested in your thoughts and your reaction to the fabrication of social movements.
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4 Responses (add your comment)
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If you’re cognizant of this situation, the answer is to shut off MSM entirely and find alternative information channels. But that doesn’t help those lagging unaware. I guess they’re just screwed because to them, we’d sound like raving lunatics and wouldn’t carry any weight.
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I’m wondering if you’ve checked out this pretty short manifesto from Brains on Fire on movements: http://tr.im/vCyz. Just like terrible viral video attempts, there will also be lots of branded movements attempts that get nowhere or end up causing more bad than good. If you’re interested, some of my thoughts after reading that manifesto: http://tr.im/vCyi. Going to check out Bill Wasik’s book, sounds good.
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The issue, which was around long before Social Media, is people. Conceptually, using the tools of technology to bring people together sounds great. Then you add people and it goes wrong. Unfortunately, many people misuse technology.
We just have to accept that for every brilliant use there will be five horrible abuses. It’s the price for the brilliance. For every Bud Melman, there will be a couple of tools who ruin something great.
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On the flip side these same tools and capabilities are being coopted to enact positive social and political change. From the Orange Revolution in the Ukraine to what happened recently in Iran, and many other events along the way. Even Obama’s campaign.
It’s a little frightening and a little dangerous.
I guess we have to take the good with the bad.