Data scientists at Harvard University have found that the government of the People's Republic of China generates an estimated 448 million fake social media posts per year. The posts are an effort to shape online conversations by citizens and to distract them from sensitive topics "and change the subject"—largely through "cheerleading" posts promoting the Chinese Communist Party and the government.

The research, conducted by Harvard professor Gary King and former Harvard graduate students Jennifer Pan and Margaret Roberts and supported by Harvard's Institute for Quantitative Science, made use of a goldmine of propaganda content. This included a leaked archive of e-mails sent to the Zhanggong District Internet Propaganda Office from 2013 to 2014 that showed government workers' documentation of completion of fake post work, including screen shots. The research also analyzed social media posts on Chinese websites from 2010 to 2015.

Previously, posts like these were believed to be the work of what observers have called the "50-cent Party"—named for what some believed the posters are paid by the state for their propaganda work. As it turns out, the posts analyzed by King and his co-researchers were likely mostly written for free as an extra duty of government employees.

And while the "50c" posts had long been assumed to be focused on attacking critics of the government and the Party, the researchers found instead that "the Chinese regime’s strategy is to avoid arguing with skeptics of the party and the government, and to not even discuss controversial issues. We infer that the goal of this massive secretive operation is instead to regularly distract the public and change the subject, as most of these posts involve cheerleading for China, the revolutionary history of the Communist Party, or other symbols of the regime." In essence, the fake posts are a government-sponsored "astro-turfing" campaign—an attempt to create the impression of a grassroots groundswell of support for the Party and the government.

The term "astro-turfing" first became widely used to online public relations efforts by Microsoft as the company was fighting a government anti-trust case through the Microsoft-funded group Americans for Technology Leadership, though the term had been used in the past to describe off-line fake grassroots efforts. It has become a common (but unethical) political and marketing practice—particularly as companies try to shape online reviews and comments about their products and services. But none has engaged in this practice on the scale of the Chinese government's campaign, which used government workers to spread happy talk about the Party and state. Of the posts analyzed from the Zhanggong archive, the researchers found 99.3 percent were contributed by one of more than 200 government agencies. Twenty percent of those posts were posted directly by employees of the Zhanggong Internet Propaganda Office, with smaller percentages coming from other regional and municipal government agencies.

As for the allegation that these astroturfers get paid by the government for their posts, the researchers noted, "no evidence exists that the authors of 50c posts are even paid extra for this work. We cannot be sure of current practices in the absence of evidence but, given that they already hold government and Chinese Communist Party (CCP) jobs, we would guess this activity is a requirement of their existing job or at least rewarded in performance reviews."