Desinformación y manipulación de la opinión pública: una revisión sistemática sobre astroturfing (2004-2024)

Noelia García-Estévez García-Estévez; Lucia Ballesteros-Aguayo; Juliana Colussi

doi:10.26441/RC24.2-2025-3988

Authors

Noelia García-Estévez García-Estévez Universidad de Sevilla (España) https://orcid.org/0000-0002-7871-2345
Lucia Ballesteros-Aguayo Universidad de Málaga (España) https://orcid.org/0000-0003-1191-4070
Juliana Colussi Universidad Rey Juan Carlos (España) https://orcid.org/0000-0002-6324-3857

DOI:

https://doi.org/10.26441/RC24.2-2025-3988

Keywords:

astroturfing, disinformation, manipulation, grassroots movements, public opinion, systematic review

Abstract

Purpose. This article presents a systematic review of the scientific literature on the phenomenon of astroturfing, with particular attention to its impact on digital communication and manipulation of public opinion. Online astroturfing, as a disinformation strategy, simulates an authentic grassroots movement when it is a false orchestrated campaign that erodes democratic deliberation. This research responds to the need to systematically study astroturfing campaigns, given the scarcity of reviews on the topic (Kovic et al., 2018; Zhang et al., 2013). Methodology. Based on the analysis of 28 studies published between 2004 and 2024 in international databases, the main definitions, theoretical and methodological approaches, thematic areas, and application contexts are examined. The analysis was conducted using an ad hoc form that allowed the collection of key information such as the object of study, employed methodology, definitions used, and conclusions of each work. Results and conclusions. The results reveal a notable conceptual dispersion and thematic concentration in political and digital contexts. Research gaps—regarding themes, methods, and contexts—are identified, and emerging lines for future research are proposed. Original contribution. This work provides a systematic overview of the current state of the field and contributes to consolidating the study of astroturfing within Social Sciences and Communication. It proposes a consensual definition of astroturfing and offers a solid foundation to guide future studies and develop practical interventions.

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Author Biographies

Noelia García-Estévez García-Estévez, Universidad de Sevilla (España)

Doctora en Comunicación y Máster en Dirección de Comunicación Empresarial e Institucional. Profesora en la Facultad de Comunicación de la Universidad de Sevilla y miembro del grupo de investigación Communication & Social Sciences (SEJ-619). Sus principales líneas de investigación son la comunicación con propósito, la sociedad y el activismo digital y la deontología y valores. https://orcid.org/0000-0002-7871-2345, noeliagarcia@us.es

Lucia Ballesteros-Aguayo, Universidad de Málaga (España)

Doctora en Comunicación. Profesora Titular por ANECA y profesora en la Facultad de Comunicación de la Universidad de Málaga. Sus líneas de investigación son la alfabetización mediática, la desinformación y los estudios de medios. Es autora de publicaciones como Diccionario Posverdad (Comares) y “A fact-checking tool based on Artificial Intelligence to fight disinformation on Telegram” en Communication & Society. https://orcid.org/0000-0003-1191-4070, luciaballesteros@uma.es

Juliana Colussi, Universidad Rey Juan Carlos (España)

Doctora y Máster en Periodismo por la Universidad Complutense de Madrid. Profesora en la Facultad de Ciencias de la Comunicación de la Universidad Rey Juan Carlos y miembro de la Cátedra UNESCO de Investigación en Comunicación de la URJC. Sus principales líneas de investigación son la desinformación, la comunicación política y la plataformización de los medios. https://orcid.org/0000-0002-6324-3857, juliana.colussi@urjc.es

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