Title:

Fake Grass and the Cyber City

Theme:

Exploring the significance and implications of astroturfing in weblogs.

Synopsis:

Each vlog will begin with footage of myself at a computer, deep in thought, and typing. The Sex and the City theme song (taken from a mobile ring tone) will be playing as my voiceover questions an aspect of weblogs and astroturfing, using humorous ‘female’ metaphors.

This will lead into a ‘serious’ question involving astroturfing that is typed onto a computer screen, with an in-depth investigation to follow that will draw from myself, interviews, the internet, speeches, radio broadcasts, animation, dramatic content and music. Each entry will stand apart from the others, but together will operate as a unified body of analysis into the practice of astroturfing.

The conclusion to each vlog will return to the Sex and the City style, with me providing the conclusion to the question raised at the beginning. This will be a humorous play on words.

Proposed Activities:

Answering 6 questions related to astroturfing in varied, interesting and creative ways- one answer each week.

Timeline:

Week Six: Pitch

Pitch vlog to class, show a sample 30 seconds of my first entry and a clip from Sex and the City to show the influence on my style.

Week Seven: What is Astroturfing?

Intro- Weblogs are like shoes, coming in many shapes and sizes, completely unique to their owners. Are weblogs harmless fashion accessories, or something more sinister etc etc etc --- What is Astroturfing?

Brief Overview- Approximately five minutes, introduce the concept of Astroturfing. Define with Wikipedia, radio broadcast sourced from ‘Hack’ on Triple J, speech by the deputy editor of Perth Now, Public Relations manager of the Cancer Council and interviews with 8 public relations students.

Conclusion- Weblogs are like men- you can’t believe everything they tell you.

Week Eight: Who Benefits From Astroturfing?

Intro- You should never buy a pair a jeans until you’ve asked someone whether they make you look fat, but what if that person doesn’t tell you the truth? Why would someone want to deceive you? In weblogs, who benefits from astroturfing?

Brief overview- This will involve a dramatic component of me pretending to be a PR executive for a makeup company impersonating a customer on a makeup forum, recommending a specific product. I will then show other people reading/trusting this recommendation, and then film a store that has run out of this ‘product’.

Companies are keen to master the concept of viral marketing/ word of mouth- they see blogs as the perfect opportunity to control this aspect of their business.

Week Nine: Are we savvy enough to detect astrotrufing?

Intro- You know not to pay too much attention to the commission-driven saleswoman who is trying to convince you that skinny-legged jeans are not just for skinny legs, but do we apply the same caution to online recommendations? Are we savvy enough to detect astroturfing?

Brief Overview- Do people believe everything they read? Are people aware of vulnerability of weblogs to strategic public relations practices?

Week Ten: Does Astroturfing Work?

Brief Overview- Reputation is everything. Companies operating in the modern business world see how the perceived value of their brand impacts upon the bottom line. If they are seen to engage in dishonest activity such as astroturfing, this may not be a risk they should take if they wish to maintain their market position.

Week Eleven: Is Astroturfing Illegal?

Brief Overview- Investigation of regulations/ advertising laws in Australia and how they relate to astroturfing. Should there be regulation? How could internet identities be regulated? Is regulation possible?

Week Twelve:TBA

Big finale, not giving too much away.