What Is Astroturfing And How Was It Allegedly Used Against Blake Lively? Find Out

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As an avid fan of Blake Lively and a keen observer of Hollywood drama, I find myself deeply troubled by this recent turn of events. The allegations against Justin Baldoni and his PR firm, TAG PR, are not only shocking but also disheartening. It’s disconcerting to see such underhanded tactics being used in an industry that thrives on image and reputation.

Blake Lively is currently involved in a legal dispute regarding the questionable public relations strategy known as Astroturfing. The actress has claimed that her co-star and director on “It Ends with Us,” Justin Baldoni, subjected her to sexual harassment, and further alleged that his PR team employed astroturfing as a tactic in a damaging smear campaign intended to tarnish her public image.

Astroturfing refers to a tactic used by public relations agencies where they fabricate an appearance of grassroots support or opposition to influence popular opinion. In Blake Lively’s situation, she alleges that Baldoni’s crisis management firm, The Agency Group (TAG PR), organized social media campaigns aimed at portraying her as demanding and bossy during the film production process.

Astroturfing refers to a tactic that takes its name from artificial turf, and it’s used to imitate genuine, grassroots initiatives. As explained by Dr. Joan Donovan, a professor at Boston University, this technique involves creating an illusion of public support or grassroots movement, essentially, faking popular backing.

She clarifies, “When multiple social media profiles, whether genuine or fabricated, work together to promote a specific idea, it’s called astroturfing. These operations appear natural, but in reality, they are carefully crafted to mimic grassroots support. They don’t represent authentic public opinion; instead, they are entirely constructed.

According to experts, the strategy has adapted to social media platforms. Notably, Dr. Chico Camargo of the Oxford Internet Institute points out that it’s no longer just automated bots spreading content. Instead, real people are often compensated or motivated to post coordinated material. This makes it challenging to differentiate authentic interaction from contrived campaigns.

Camargo points out that the practice of astroturfing has been employed for quite some time, ranging from spreading propaganda to managing corporate public relations. Essentially, if you’re trying to generate interest in a movie, you might compensate individuals to post about it on social media or attend screenings to create an apparent trend. However, he emphasizes that even though this may seem harmless, it still qualifies as astroturfing.

In simpler terms, Lively’s accusation suggests that TAG PR used offensive and sexist beliefs about women to harm her image. She believes the company intentionally presented her in a negative light, reinforcing harmful stereotypes related to gender.

Dr. Donovan compares the situation of Amber Heard during her trial with Johnny Depp, where organized online narratives were directed against her. She notes that misogyny prevalent on social media is widespread. Moreover, she points out that PR firms take advantage of such biases by capitalizing on them.

In response, Baldoni’s legal team has countered the allegations, labeling them as false and deliberately sensational. Bryan Freedman, representing TAG PR, asserted that the company adhered to standard practices within the industry. He explained that in situations where a client is facing threats from two highly influential individuals with vast resources, a crisis management firm like theirs functions much the same way as any other would when engaged by a client.

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2024-12-25 09:24