The weapon used by both state and corporate players is a technique known as astroturfing. An astroturf campaign is one that mimics spontaneous grassroots mobilisations but which has in reality been organised. Anyone writing a comment piece in Mandarin critical of the Chinese government, for instance, is likely to be bombarded with abuse by people purporting to be ordinary citizens, upset by the slurs against their country.
But many of them aren't upset: they are members of the 50 Cent Party, so-called because one Chinese government agency pays five mao (half a yuan) for every post its tame commenters write. Teams of these sock-puppets are hired by party leaders to drown out critical voices and derail intelligent debates.
I first came across online astroturfing in 2002, when the investigators Andy Rowell and Jonathan Matthews looked into a series of comments made by two people calling themselves Mary Murphy and Andura Smetacek. They had launched ferocious attacks, across several internet forums, against a scientist whose research suggested that Mexican corn had been widely contaminated by GM pollen...
For his film (Astro)Turf Wars, Taki Oldham secretly recorded a training session organised by a rightwing libertarian group called American Majority. The trainer, Austin James, was instructing Tea Party members on how to "manipulate the medium".
This is what he told them: "Here's what I do. I get on Amazon; I type in 'Liberal books'. I go through and I say 'one star, one star, one star'. The flipside is you go to a conservative/ libertarian whatever, go to their products and give them five stars … This is where your kids get information: Rotten Tomatoes, Flixster. These are places where you can rate movies. So when you type in 'Movies on healthcare', I don't want Michael Moore's to come up, so I always give it bad ratings. I spend about 30 minutes a day, just click, click, click, click … If there's a place to comment, a place to rate, a place to share information, you have to do it.
That's how you control the online dialogue and give our ideas a fighting chance."http://www.guardian.co.uk/commentisfree/libertycentral/2010/dec/13/astroturf-libertarians-internet-democracy