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Beyond Verification| Inauthentic Authenticity: Astroturfing to Generate True Affect Using Fakery

Open access
Alloing, Camille, Fournier, Vincent, Reid, Valérie, Germain, Sara, Turbide, Olivier, Yates, Stéphanie·2026·International Journal of Communication
DOI 10.65476/qd17zh66
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Abstract

Astroturfing is a process of manipulating authenticity to legitimize and give the appearance of sincerity to the communication activities of various organizations. This process fits into digital affective capitalism, in which affective communications lead to the creation of profiles that seem authentic and the circulation of discourse that seems sincere. Building on a critical review of the literature, we develop a matrix model that situates online astroturfing practices on a continuum between authentic and inauthentic publics, with organizations engaging in either sincere or insincere discourse and actions. We position online astroturfing within the broader question about the development of a digital affective economy. Using three cases, we revisit our model to show the forms of digital affective labor used to construct inauthenticity.

AI snapshot

Written from the paper’s full text.

TL;DR

The paper critically reviews astroturfing literature and proposes a matrix model separating the authenticity of publics from the sincerity of sponsoring organizations, situating astroturfing within digital affective capitalism. Using three cases, it argues online astroturfing works by mobilizing affective labor to simulate authentic publics and sincere communication.

Key findings

  • The literature review found 2,120 articles containing “astroturfing” in the title, abstract, and/or keywords (January 1986–June 2022); only 41 contained the term in the title and were exclusively dedicated to analyzing the phenomenon, with 10 focused on social media and 21 on the Internet more broadly. Publication volume increased significantly beginning in 2013.
  • Definitions of astroturfing are unstable: it is often equated with political or commercial strategy, deception, centralized coordination, and the illusion of grassroots support, but extending the concept to sock puppetry, click farms, and trolling risks diluting its definition.
  • The proposed matrix places practices on two axes: authenticity/inauthenticity of publics and sincerity/insincerity of organizations. Cases include Bell Canada employees posting fake app reviews (inauthentic public, insincere organization, fined), Friends of Glass (authentic but deceived public, insincere organization), and Amazon anti-union tweets (inauthentic public, sincere/identifiable sponsor).
  • Online astroturfing is framed as digital affective labor: platform features such as hashtags, emojis, likes, and sharing help simulate authenticity and sincerity, stimulate mobilization, and are not necessarily reducible to disinformation.

Methods

  • Critical literature review using Publish or Perish (Harzing, 2010) and the Google Scholar API, searching “astroturfing” from January 1986 to June 2022; after keeping only journal articles and conference proceedings, 2,120 items were collected, with a subcorpus of 41 title-focused articles analyzed.
  • Conceptual development of a matrix model drawing on authenticity/sincerity literature (e.g., Trilling, Handler, Spooner, Graeber) and affective capitalism/affect theory (e.g., Spinoza, Massumi, Hardt & Negri, Papacharissi, Ahmed).
  • Illustrative mapping of three cases—Bell Canada, Friends of Glass, and Amazon tweets—onto the matrix; no formal empirical test is reported.

Limitations

  • Stated: the literature lacks stable consensus; astroturfing remains poorly defined with broad boundaries; extending the concept to online practices risks diluting it by reducing it to observable practices; the paper offers a conceptual framework rather than a strict definition.
  • Evident: the matrix and case mappings are conceptual and illustrative, not systematically sampled or empirically validated; no audience-effect data are presented.
  • Evident: the literature search is limited to Google Scholar API via Publish or Perish and to journal/conference articles, so coverage may be incomplete.

Model-written summary. Check it against the paper before relying on it.

Integrity signals

Registry

Crossref · 10.65476/qd17zh66

Cites

0 citation errors · 0 not checkable

Statistics

Nothing to recompute.

Claims the paper makes

3 of 31 cited sources checked · 2 supported · 0 flagged · accuracy not yet measured

  • Interpretationcitation

    The way social media functions encourages astroturfing by facilitating anonymity, reducing the cost of access, and boosting the viral circulation of information.

    “The way social media functions encourages this phenomenon by facilitating anonymity, reducing the cost of access, and boosting the viral circulation of information”
    Quote in the paperNot a substantial claim1 of 2 sources checked
    • cites Henrie & Gilde, 2019 source

      Section 2.2, “Digital Astroturfing,” identifies low cost and relative anonymity as advantages of online astroturfing. Section 5, “Methodology,” calls social media accounts viral in the context of recruiting survey respondents, but the paper does not establish the claimed boost to viral circulation of astroturfing information. (LLM, conf=0.83)

      Experimental — accuracy not yet measured
    • cites Hobbs et al., 2020 source
  • Findingnone given

    In the analyzed astroturfing examples, the affective labor consists of calling on various affects, notably fear (climate change), joy (helping the planet by recycling), or sadness (consequences of pollution).

    “Here, the affective labor consists of calling on various affects, notably fear (climate change), joy (helping the planet by recycling), or sadness (consequences of pollution).”
    Quote in the paperSubstantial claim
  • Interpretationcitation

    The development of technologies capable of identifying, analyzing, and leveraging what affects us on social media enables astroturfing strategies that turn instrumentalization of affections into tools for producing artificial authenticity.

    “the development of technologies capable of identifying, analyzing, and leveraging what affects us (a message, content, interaction, etc.) on social media (Arvidsson, 2011) enables astroturfing strategies that turn the instrumentalization of our affections into tools for producing artificial authenticity.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Arvidsson, 2011 source
  • Interpretationcitation

    The resonance generated by content that evokes high emotional intensity and affective polarization increases the circulation and exposure of messages and profiles that simulate the sincerity of organizations or the authenticity of participants.

    “The resonance generated by content that evokes high emotional intensity and affective polarization (Yarchi, Baden, & Kligler-Vilenchik, 2021) increases the circulation and exposure of messages and profiles that simulate the sincerity of organizations or the authenticity of participants.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Yarchi et al., 2021 source
  • Interpretationreasoning

    The efficacy of astroturfing is a function of the affections made possible by the platforms.

    “The efficacy of astroturfing is therefore a function of the affections made possible by the platforms.”
    Quote in the paperNot a substantial claim
  • Classified as probably not a substantial claim. 34
  • May combine two claims. 13

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Astroturfing appears in various sectors and aims to manipulate public opinion or influence government decisions and public policy.

    “Appearing in various sectors (Boulay, 2012), this strategy aims to manipulate public opinion (Arce-García et al., 2022;Boman & Schneider, 2021;García-Orosa, 2021;Henrie & Gilde, 2019;Mendelová, 2016;Seto, 2019) or influence government decisions (Laurens, 2015;Wear, 2014) and public policy (Al-Rawi & Rahman, 2020).”
    Quote in the paperNot a substantial claim2 of 3 sources checked
    • cites Boulay, 2012 source
    • cites Arce-García et al., 2022

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

    • cites Laurens, 2015 source

  • Probably not a substantial claim: may not pass S4 (based).

    Findingnone given

    The literature on astroturfing does not provide a stable consensus on the topic.

    “The literature on astroturfing does not provide a stable consensus on the topic, as demonstrated in this article.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S4 (based).

    Findingnone given

    One point of agreement in the literature is that astroturfing is widely characterized by the intent to create an illusion of grassroots support that exceeds its actual scale through the deployment of a range of communicative practices.

    “However, one point of agreement emerges: Astroturfing is widely characterized by the intent to create an illusion of grassroots support that exceeds its actual scale through the deployment of a range of communicative practices.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable).

    Premisenone given

    Astroturfing encompasses a wide range of communication practices intended to simulate authentic voices in public space, particularly on social media.

    “agree that astroturfing encompasses a wide range of communication practices intended to simulate authentic voices in public space, particularly on social media.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S4 (based).

    Interpretationreasoning

    What differentiates online astroturfing from its offline forms is the ability to directly exploit how platforms shape and influence our emotions.

    “This is also what differentiates online astroturfing from its offline forms: the ability to directly exploit how platforms shape and influence our emotions.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: Platforms shape and influence users' emotions.

  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based). May combine two claims.

    Interpretationnone given

    Authenticity and sincerity arise from our social experiences and are dependent on what others do with them; they are both affective and social.

    “Since authenticity and sincerity arise from our social experiences, they are dependent on what others do with them.They are both affective and social.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S4 (based). May combine two claims.

    Interpretationreasoning

    In the online realm, astroturfing is almost routine and actively participates in the contemporary phenomena of disinformation.

    “In this realm, astroturfing is almost routine and actively participates in the contemporary phenomena of disinformation.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable). May combine two claims.

    Interpretationreasoning

    It is possible to authentically participate in a cause backed by insincere promoters and to sincerely reach out to inauthentic publics.

    “It is possible to authentically participate in a cause backed by insincere promoters and to sincerely reach out to inauthentic publics.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based). May combine two claims.

    Interpretationnone given

    Sincerity can be distinguished from authenticity and serves as a valuable lens for understanding astroturfing, specifically at the level of the sponsors' strategy.

    “we argue that sincerity can be distinguished from authenticity and serves as a valuable lens for understanding astroturfing, specifically at the level of the sponsors' strategy.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The matrix model's axes of authenticity and sincerity can adequately classify astroturfing practices.

  • Classified as probably not a substantial claim.

    Premisecitation

    Affects have the capacity to produce an economic effect more swiftly and surely than economics itself.

    “Affects have the capacity “to produce an economic effect more swiftly and surely than economics itself” (Massumi, 1995, p. 106)”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Massumi, 1995 source

  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based).

    Interpretationreasoning

    Authenticity arises less from a strict question of true or false than from the capacity to transform the circulation of information on social media platforms into citizen or consumerist power to act.

    “authenticity arises less from a strict question of true or false than from the capacity to transform the circulation of information on social media platforms into citizen or consumerist power to act.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

    Interpretationnone given

    Online, astroturfing practices are made easy by platforms, through the creation of fake profiles, phony comments, deceptive content, and so on.

    “Online, these practices are made easy by platforms: creation of fake profiles, phony comments, deceptive content, and so on.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    For some authors, deception constitutes a key characteristic of astroturfing, differentiating it from grassroots.

    “For some authors, deception constitutes a key characteristic of astroturfing, differentiating it from grassroots”
    Quote in the paperNot a substantial claim0 of 2 sources checked
    • cites Leiser, 2016

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

    • cites Peng et al., 2017

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based).

    Interpretationreasoning

    Astroturfing fits into digital affective capitalism, in which social media profiles can create authenticity and make their discourse seem sincere using affective communication.

    “This process fits into digital affective capitalism, in which social media profiles can create authenticity and make their discourse seem sincere using affective communication.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based).

    Interpretationnone given

    The authenticity of the Web profile speaking out or clicking to support a cause cannot be separated from the sincerity of the discourse put forward by the organization promoting that cause.

    “However, the authenticity of the Web profile speaking out or clicking to support a cause cannot be separated from the sincerity of the discourse put forward by the organization promoting that cause.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based).

    Interpretationreasoning

    Astroturfing allows us to question authenticity and disinformation not as a matter of intent or of true or false, but as the capacity to set into motion bodies, representations, and emotions to simulate and stimulate authentic mobilizations and sincere communications.

    “Viewed from this angle, astroturfing allows us to question authenticity and disinformation, not as a matter of intent or of true or false, but as the capacity to set into motion bodies, representations, and emotions to simulate and stimulate authentic mobilizations and sincere communications.”
    Quote in the paperNot a substantial claim

  • May combine two claims.

    Interpretationreasoning

    In the Bell case, because they were employees, the public was not completely authentic, while the company, in trying to hide its role, was being insincere.

    “As they were employees, this public was not completely authentic, while the company, in trying to hide its role, was being insincere.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: The three cases selected (Bell, Friends of Glass, and others) are representative of the forms of digital affective labor used to construct inauthenticity.
    • Rests on an assumption: The matrix model's axes of authenticity and sincerity can adequately classify astroturfing practices.

  • May combine two claims.

    Interpretationreasoning

    In the Friends of Glass case, the organization and its sponsors are insincere, but the publics that support it are authentic because they were deceived.

    “In our model, this organization and its sponsors are insincere, but the publics that support it are authentic because they were deceived.”
    Quote in the paperSubstantial claim
    • Rests on an assumption: The three cases selected (Bell, Friends of Glass, and others) are representative of the forms of digital affective labor used to construct inauthenticity.
    • Rests on an assumption: The matrix model's axes of authenticity and sincerity can adequately classify astroturfing practices.

  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based).

    Interpretationreasoning

    A message spread by a public that disinforms can become authentic the moment it produces an effect and an affect.

    “A message spread by a public that disinforms can therefore become authentic the moment it produces an effect and an affect.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based). May combine two claims.

    Interpretationnone given

    Two characteristics that make it possible to qualify a message or technique as astroturfing are the concealment (invisibility) of the author's identity and the overaccentuation (visibility) of the public's origin.

    “Two characteristics that make it possible to qualify a message or technique as astroturfing are the concealment (invisibility) of the author's identity and the overaccentuation (visibility) of the public's origin.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable).

    Interpretationreasoning

    Astroturfing, as the manipulation of authenticity online, is encouraged and amplified by affective labor, performed sincerely or insincerely, on a large or small scale.

    “Astroturfing, as the manipulation of authenticity online, is encouraged and amplified by affective labor, performed sincerely or insincerely, on a large or small scale.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing). May combine two claims.

    Premisecitation

    Authenticity on the Internet mainly encompasses three dimensions: the integrity and origin of information, the authenticity of interactions, and the verification of identities.

    “Authenticity on the Internet mainly encompasses three dimensions: the integrity and origin of information (Jacobs, 2024), the authenticity of interactions, and the verification of identities (Davis, 2019;Dietlin, Loomis, & Preffer, 2019).”
    Quote in the paperNot a substantial claim0 of 3 sources checked
    • cites Jacobs, 2024 source
    • cites Davis, 2019 source
    • cites Dietlin et al., 2019

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S2 (checkable).

    Interpretationreasoning

    Astroturfing occurs when a strategy, especially in its digital form, involves simulating the authenticity of an online profile, thus making engaging in affective labor essential for those seeking to implement it.

    “We can consider astroturfing as occurring when a strategy, especially in its digital form, involves simulating the authenticity of an online profile, thus making engaging in affective labor essential for those seeking to implement it.”
    Quote in the paperNot a substantial claim

  • May combine two claims.

    Interpretationreasoning

    In the Amazon anti-unionization example, the sponsor was clearly identifiable and therefore sincere, while the participating publics were inauthentic.

    “The sponsor was clearly identifiable and therefore sincere, but the participating publics were inauthentic.”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites CBC, 2015

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S2 (checkable).

    Premisecitation

    Online, affections are embodied in a set of signs that contribute to the constitution of an affecting public and affected networks.

    “Online, these affections are embodied in a set of signs that contribute to the constitution of an affecting public and affected networks (Hillis, Paasonen, & Petit, 2015).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Hillis, Paasonen, & Petit, 2015 source

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Interpretationcitation

    Astroturfing appears on a continuum from grassroots to entirely factitious front groups.

    “Astroturfing therefore appears on a continuum from grassroots to entirely factitious front groups”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Lits, 2021a

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Classified as probably not a substantial claim.

    Interpretationreasoning

    The paper proposes a conceptual framework that considers astroturfing as the outcome of a set of processes designed to generate authenticity: the authenticity of citizens who speak out in public spaces, and the authenticity of publics who like, tweet, share hashtags, or comment on social media.

    “Rather than offering a strict definition, we propose a conceptual framework that considers astroturfing as the outcome of a set of processes designed to generate authenticity: the authenticity of citizens who speak out in public spaces, and the authenticity of publics who like, tweet, share hashtags, or comment on social media.”
    Quote in the paperSubstantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    In the literature, astroturfing is often associated with the intention to create the illusion of grassroots public support and backing that exceeds its actual scale.

    “astroturfing is often associated with the intention to create the illusion of grassroots public support and backing that exceeds its actual scale”
    Quote in the paperNot a substantial claim0 of 3 sources checked
    • cites Al-Rawi & Rahman, 2020 source
    • cites Chagas, 2022

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

    • cites García-Orosa, 2021 source

  • Probably not a substantial claim: may not pass S4 (based).

    Interpretationreasoning

    In the wake of astroturfing, a generalized mistrust develops that hinders the establishment of bonds of trust between institutions and citizens, media and publics, and businesses and customers.

    “In its wake, a generalized mistrust develops that hinders the establishment of bonds of trust between institutions and citizens, media and publics, and businesses and customers.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    For Keller et al. (2020), another key characteristic of astroturfing is its reliance on centralized coordination, especially for disseminating and sharing information.

    “For Keller et al. (2020), another key characteristic of astroturfing is its reliance on centralized coordination, especially for disseminating and sharing information”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Keller et al., 2020 source

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Astroturfing is most frequently equated with political or commercial communications strategy.

    “Astroturfing is most frequently equated with political or commercial communications strategy”
    Quote in the paperNot a substantial claim0 of 3 sources checked
    • cites Arce-García et al., 2022

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

    • cites Keller et al., 2020 source
    • cites Lits, 2021a

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S2 (checkable).

    Interpretationreasoning

    The proposed model provides nuance and granularity to our understanding of communications practices that are distinct but have been grouped together under the term astroturfing.

    “The model we propose provides nuance and granularity to our understanding of communications practices that are distinct, but that have been grouped together under the term “astroturfing.””
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable).

    Interpretationreasoning

    Extending the concept of astroturfing to new online activities risks diluting its definition by reducing it to observable practices, without accounting for the (in)visibility of the sponsors and the citizens involved.

    “extending the concept of astroturfing to these new online activities also risks diluting its definition by reducing it to observable practices, without accounting for the (in)visibility of the sponsors and the citizens involved.”
    Quote in the paperNot a substantial claim

  • Classified as probably not a substantial claim.

    Premisecitation

    The concept of astroturfing remains poorly defined, with broad boundaries that can lead to confusion and complicate its study.

    “this concept remains poorly defined, with broad boundaries that can lead to confusion (Verdon, 2024) and complicate its study.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Verdon, 2024

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • May combine two claims.

    Interpretationreasoning

    Disinformation and astroturfing both mislead the public and can negatively affect public debates, which thereby lose authenticity, but the two phenomena are not intrinsically and systematically linked.

    “Disinformation and astroturfing both mislead the public (Chen et al., 2021) and can negatively affect public debates (García-Orosa, 2021;Schoch et al., 2022), which thereby lose authenticity (Al-Rawi & Rahman, 2020;Chan, 2022;Lits, 2021a;Lock & Seele, 2017), but it does not follow that the two phenomena are intrinsically and systematically linked.”
    Quote in the paperSubstantial claim0 of 3 sources checked
    • cites Chen et al., 2021 source
    • cites García-Orosa, 2021 source
    • cites Al-Rawi & Rahman, 2020 source

  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based). May combine two claims.

    Premisenone given

    Sincerity can be understood as the inner and invisible dimension of one's true self, while authenticity refers to its visible and phenomenological expression.

    “In this perspective, sincerity can be understood as the inner and invisible dimension of one's true self, while authenticity refers to its visible and phenomenological expression.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable). May combine two claims.

    Interpretationreasoning

    Sincerity and authenticity are both forms of power that acquire value, which underscores their significance in communication practices.

    “Both are thus forms of power that acquire value, underscoring their significance in communication practices.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S2 (checkable).

    Interpretationreasoning

    The literature presented allows us to view astroturfing as a relevant topic for discussing whether mediated communications exist on a continuum between authenticity and inauthenticity.

    “The literature presented above allows us to view astroturfing as a relevant topic for discussing this line of questioning.”
    Quote in the paperNot a substantial claim
38 of 38

  • The paper relies on this without support.

    The three cases selected (Bell, Friends of Glass, and others) are representative of the forms of digital affective labor used to construct inauthenticity.

    “Using three cases, we revisit our model to show the forms of digital affective labor used to construct inauthenticity.”

  • The paper relies on this without support.

    The matrix model's axes of authenticity and sincerity can adequately classify astroturfing practices.

    “We propose a matrix model that places online astroturfing practices on a continuum between authentic and inauthentic publics and organizations that engage in sincere or insincere discourse and actions.”

  • The paper relies on this without support.

    Platforms shape and influence users' emotions.

    “the ability to directly exploit how platforms shape and influence our emotions”
3 of 3

Cites

The publisher hasn’t deposited this paper’s reference list.

Research works printed but not linked: 25

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  2. Chagas, V. (2022). WhatsApp and digital astroturfing: A social network analysis of Brazilian political discussion groups of Bolsonaro's supporters. International Journal of Communication, 16, 2431- 2455.
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  4. Coté, M., & Pybus, J. (2011). Learning to immaterial labour 2.0: Facebook and social networks. In M. Peters & E. Bulut (Eds.), Cognitive capitalism, education and digital labor (pp. 169-194). New York, NY: Peter Lang.
  5. Dietlin, O. R., Loomis, J. S., & Preffer, J. (2019). Pedagogy of authenticity in the online learning environment: An interdisciplinary overview. In L. Kyei-Blankson, J. Blankson, & E. Ntuli (Eds.), Care and culturally responsive pedagogy in online settings (pp. 214-229). Hershey, PA: IGI Global Scientific Publishing.
  6. Graeber, D. (2001). Toward an anthropological theory of value: The false coin of our own dreams. New York, NY: Palgrave Macmillan. International Journal of Communication 20(2026) Astroturfing and Fake Authenticity 1901 https://doi.org/10.65476/qd17zh66
  7. Grossberg, L. (1997). Bringing it all back home: Essays on cultural studies. Durham, NC: Duke University Press.
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  9. Haikarainen, J. (2014). Astroturfing as a global phenomenon (Doctoral thesis, University of Jyväskylä, Jyväskylä, Finland). Retrieved from https://jyx.jyu.fi/bitstreams/9c75b4e0-8fcf-4cd5-89ab- fdfbcd672268/download
  10. Hardt, M., & Negri, A. (2005). Multitude: War and democracy in the age of empire. New York, NY: Penguin Press.
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Authors
Alloing, C., Fournier, V., Reid, V., Germain, S., Turbide, O., & Yates, S.
Affiliations
Université du Québec à Montréal (CA)
ORCID
Venue
International Journal of Communication
Publisher
USC Annenberg Press
Published
2026-07-20
Volume
20
Pages
1886-1907
ISSN
1932-8036 (ISSN-L)
DOI
10.65476/qd17zh66
OpenAlex
W7169779333
Cited by
0
References
0
FWCI
0.00
Type
journal article
Language
en
Open access
Licence
Locations
  • International journal of communication (publishedVersion, cc-by-nc-nd)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
Topics
  • Social Sciences › Communication › Public Relations and Crisis Communication
  • Social Sciences › Communication › Social Media and Politics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
astroturfing, authenticity, inauthenticity, affective capitalism, affective labor, fakery, sincerity, organizational communication, online publics, matrix models

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