Turf wars: Using social media network analysis to examine the suspected astroturfing campaign for the Adani Carmichael Coal mine on Twitter

Abstract

This article uses social media network analysis (SMNA) to examine whether there was an astroturfing campaign on Twitter in support of the Adani Carmichael coal mine in 2017. It shows that SMNA can be used to visualize and analyze outsider lobbying activity in issue arenas and is capable of identifying networks of fake opinion. This study found that in April 2017, there was a small network of accounts that made a series of suspiciously similar pro‐Adani tweets that could be considered a form of duplicitous lobbying. However, this study concludes that these posts were likely a weak influence on public opinion in Australia and largely ineffectual as a lobbying tactic. Nevertheless, this analysis shows how communitas public interests can be subverted by covert social media campaigns used in support of corporatas goals, as well as the role digital research methods can play in protecting the integrity on public debates by exposing disingenuous actors.