Actress Blake Lively has accused her co-star and director Justin Baldoni of sexual harassment and orchestration of a smear campaign against her. The allegations center around astroturfing, a PR tactic used to create the illusion of grassroots support or backlash.
Lively’s complaint claims that Baldoni’s crisis management firm orchestrated social media efforts to portray her as “controlling” and “difficult” during production. The accusations have sparked debate about the ethics of PR tactics in Hollywood.
Experts define astroturfing as a strategy designed to manipulate public opinion by creating fake grassroots support or backlash. Dr. Joan Donovan, a Boston University professor, notes that coordinated social media efforts can make it difficult to distinguish genuine engagement from fabricated campaigns.
The complaint also alleges that Baldoni’s team exploited misogynistic stereotypes to fuel the smear campaign against Lively. This tactic is common in Hollywood and beyond, according to experts.
While astroturfing exists in a legal gray area, it often crosses ethical boundaries. Dr. Chico Camargo, a research associate at the Oxford Internet Institute, notes that encouraging people to post hashtags or opinions can be fine, but when it involves fake accounts, harassment, or disinformation, it becomes unethical and sometimes illegal.
The case raises important questions about PR practices in Hollywood and the use of astroturfing as a tool for controlling public perception.
Source: https://people.com/what-is-astroturfing-experts-break-down-the-pr-tactic-used-in-alleged-smear-campaign-against-blake-lively-exclusive-8766442