Negative Campaigning and Mobilization Through Disinformation: Astroturf Political Influencers’ Visual Disinformation Strategies on Facebook

This study investigates the strategic use of visual and verbal disinformation by astroturf political influencers for negative campaigning and political mobilization. Focusing on the case of the 2022 national election campaign in Hungary, the research examines how seemingly grassroots influencers, who conceal affiliations with political actors, engage in astroturfing, a deceptive communication tactic involving the dissemination of fabricated or misleading information. Specifically, the analysis centers on the content produced by Megafon, a prominent astroturf influencer network on Facebook, the dominant platform for political communication in Hungary. To address the research questions, a total of 2,655 Facebook posts were analyzed using manual quantitative content analysis. The dataset comprises both visual and verbal content, with a particular focus on negative campaigning and political mobilization. The findings indicate that disinformation is deeply embedded in both the textual and visual dimensions of astroturf content, with visual disinformation being more prevalent than purely textual. A recurring tactic identified is decontextualization, where genuine visuals are paired with misleading commentary, thereby distorting meaning and intent. Visuals are frequently used to misrepresent opponents’ actions and mobilize supporters under false pretenses. These strategies are deployed without transparent disclosure of influencers’ political connections, blurring the boundaries between organic activity and coordinated political communication. By analyzing these manipulative practices, the study emphasizes the urgent need to recognize astroturf visual disinformation as a potent instrument for undermining democratic discourse and highlights the critical role of social media as a battleground for political manipulation in contemporary electoral contexts.