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Soc. Sci. 2019, 8(2), 38; https://doi.org/10.3390/socsci8020038

An Examination of the Impact of Astroturfing on Nationalism: A Persuasion Knowledge Perspective

1
Stiller School of Business, Champlain College, Burlington, VT 05401, USA
2
Department of Business and Technology, University of Montana Western, Dillon, MT 59725, USA
*
Author to whom correspondence should be addressed.
Received: 7 December 2018 / Revised: 20 January 2019 / Accepted: 23 January 2019 / Published: 28 January 2019
(This article belongs to the Special Issue Media and Nationalism in the Network Society)
Full-Text   |   PDF [225 KB, uploaded 28 January 2019]

Abstract

One communication approach that lately has become more common is astroturfing, which has been more prominent since the proliferation of social media platforms. In this context, astroturfing is a fake grass-roots political campaign that aims to manipulate a certain audience. This exploratory research examined how effective astroturfing is in mitigating citizens’ natural defenses against politically persuasive messages. An experimental method was used to examine the persuasiveness of social media messages related to coal energy in their ability to persuade citizens’, and increase their level of nationalism. The results suggest that citizens are more likely to be persuaded by an astroturfed message than people who are exposed to a non-astroturfed message, regardless of their political leanings. However, the messages were not successful in altering an individual’s nationalistic views at the moment of exposure. The authors discuss these findings and propose how in a long-term context, astroturfing is a dangerous addition to persuasive communication. View Full-Text
Keywords: astroturfing; persuasion knowledge; nationalism; coal energy; social media astroturfing; persuasion knowledge; nationalism; coal energy; social media
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Henrie, K.M.; Gilde, C. An Examination of the Impact of Astroturfing on Nationalism: A Persuasion Knowledge Perspective. Soc. Sci. 2019, 8, 38.

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