There’s a bit of kerfuffle over Opportunity’s Reddit presence. The volume of OPP content across NZ subs is intense. People have commented saying they’ve been accused of being OPP shills and banned from other subs and we’re seeing theories in other spaces about paid astroturfing campaigns. I don’t necessarily agree and maybe we need a place to talk about what people are experiencing. Edit - we don’t mind people sharing their experiences of other subs in comments but we don’t want callouts or intersub bashing, that’s not what this post is about. Please avoid mentioning other subs by name in comments.
Yes, this will be long, so I’ve added TLDRs under each section – what astroturfing looks like, content we’ve seen around Opportunity, and my personal theory on what’s going on. I’m not speaking on behalf of the KP mods and this is separate to my personal view of Opportunity as a voter, which is not supportive. Soz OPP.
Inauthentic content, astroturfing, and what it looks like
TLDR – Inauthentic activity like political astroturfing is rife on Reddit but in NZ’s political subreddits is probably far less pervasive than people think. Of all the NZ subs, [r/nz](r/nz) is probably the one copping it because of its size. Polls we’ve done in KP tell us only 30% of the people who participate are regular contributors, which means a lot of users lurk. That doesn’t make their contributions inauthentic when they do pop out from behind their Reddit bushes.
We’ve previously posted defining astroturfing and KP’s mod approach. I’ll summarise inauthentic activity as users or content that is deceptive about its purpose, intent, or who/how it was generated. Astroturfing is co-ordinated activity for party-sympathetic messaging to influence people's opinions and behaviours. It’s usually done by ‘sockpuppet’ accounts which are generally run by real humans paid to post scripted or AI generated content. Bots are used less frequently for astroturfing than human sockpuppets. Bots are automated, some with good and useful intentions like bodza’s kiwipoliticsbot, but others are designed to mimic human activity or create malicious content.
Research suggests up to 50% of Reddit content is bot generated but that doesn’t apply to every community sitewide. Big communities see more bot activity because there’s plenty of traffic for them to blend in, farm karma, and legitimise before spreading themselves around Reddit. Subreddits under 10k seem to be less popular with bots, probably because they’re easier to spot amongst organic human content. For context, none of NZ’s ‘political’ subs are over about 15k members. [r/nz](r/nz) has almost 900k members.
As an example, the worst inauthentic activity I’ve experienced as a mod was in a sub of about 50k members being regularly attacked by swarms of unique bot accounts spraying hundreds of abusive comments over random posts. When the bots weren’t launching an assault, we were fighting off an endless stream of malicious sockpuppets pushing a particular ideological agenda. The sockpuppets used a lot of AI, were expertly co-ordinated, and didn’t always have the user profile you’d expect from inauthentic accounts because they’re run by real people with real behaviour.
Inauthentic content can be hard to pin down because it can be confused with genuine enthusiasm. For example, we have several long-term users in KP who are essentially ‘single issue’ posters. They only contribute when the topic is of personal interest and when they do, they’re extremely passionate. We might not see them for months then see them every day for a week talking only about their interest because it’s topical. We also have a few users who are strong advocates for their preferred party and only contribute content in support or defence of their ‘team’. The point is, someone who lurks most of the time, like 90% of users on Reddit, and only chimes in during election season doesn’t make them inauthentic, and someone who consistently posts in support of a party doesn’t automatically become a paid shill because an election is on. It's all very tricky to mod.
The curious case of Opportunity content
TLDR – In our brief experience with Q and Opportunity’s staffers we found them to be honest and genuine. As a small sub we aren’t bread and butter for astroturfers but we've seen suspicious activity which prompted us to create election content guidelines to minimise soapboxing. Even though OPP content here and in other subs sometimes seems shady, a deeper look at the accounts suggests the majority might be authentic.
We happened to be the first sub to host an AMA with Q back in March. In February, an article was posted about National’s fishing quotas that led Q to comment with her identifiable user account. Two other accounts we hadn’t seen in KP before also commented in support of OPP. It was actually what prompted us to write our election guidelines and we used one of their now deleted 'trojan horse' style comments as an example of what not to do. We replied to them openly in the sub with a warning about astroturfing and Q herself responded that she wasn’t familiar with Reddit, apologised for not following the rules, and the other users did the same. It wasn't co-ordinated, everyone just got a little overzealous, and we believe them because the conversations we had with Q and staffers around that incident and her AMA were open and honest. We haven’t observed any concerning activity with their accounts since.
That doesn’t mean we haven’t seen activity that could be astroturfing. Some of our users (me) might have scared off the most committed Opportunity supporters from regularly posting in the sub with their (my) extremely strong negative views of the party. But despite being a new and small sub we have nonetheless seen shady activity from OPP supporters. Some have copped to deliberately searching the sub for OPP content to comment on. Trojan horse content starting with critique of another party or issue before rounding into Opportunity support, almost as if it could be from a template, are commonly seen here in KP and other subs. The endless self posts about OPP on [r/nz](r/nz) are painful at this point. As a user, I’ve compared some people's commitment to Opportunity like being in a cult. But looking at the accounts involved I don’t believe most of these people are paid shills. Which brings me to my working theory of the phenomenon that is Opportunity’s Reddit campaign…
What could be going on with Opportunity’s Reddit presence?
TLDR – As a party outside Parliament, we don't hear much from Opportunity outside elections which makes it more noticeable when we do. They seem to be activating people who were politically dormant and aren’t familiar with Reddit’s environment, creating scenarios where legitimate users are being perceived as inauthentic at a time when political subs are implementing measures to flag astroturfing. This is fertile ground for confirmation bias and conspiracy theories about malicious political influence.
We aren't used to hearing about Opportunity between election cycles so OPP content isn't part of our usual eco-system and seeing so much of it feels unusual. This election they seem to be resonating with people who’ve felt politically homeless or otherwise disenchanted/disengaged from politics. All of a sudden they’re activated and passionate. When I look at some of the user accounts for suspicious content in our sub, many actually seem to fit the lurker or single issue profile. Yes, some of them may in fact be sockpuppets, but based on what I’ve seen of malicious accounts previously modding communities up to a million members, most of these passionate Opportunity contributors in the political subreddits are probably real people who finally have something to say and they want to say it loudly. [r/nz](r/nz) is a much bigger sub and the volume of OPP content sometimes reaches plague proportions which TBH looks more like actual astroturfing.
I’ve also noticed Opportunity has a strong social media presence outside Reddit. They told us they promoted their AMA on their social media accounts and I recall a spike in traffic to the sub after they linked to it. Earlier in the election season I went down a rabbithole researching my local candidates and when looking into the Opportunity guy I found a whole bunch of private Facebook groups for supporters and branch members. Opportunity supporters might be drifting across from Meta platforms which are more conducive to ‘cheerleading’. Perhaps they’re being given tips from the party on how to engage online and support the party. Doesn’t mean everyone’s a sockpuppet.
All of this creates a perfect storm of supporter enthusiasm at a time of heightened awareness and moderator sensitivity across the political subs. We all tighten up our automod to filter accounts that ping red flags for inauthentic activity. When content gets flagged it naturally puts mods on alert. If you’re expecting to see inauthentic activity every day you begin to see bots and AI everywhere, even in genuine human users. If the same user’s content gets flagged often enough it inceptions them in your mind as a problematic user. Every time you see them flagged again it risks reinforcing a confirmation bias. Soon enough, you’re permabanning people based on remote parameters that don’t dig deeper than account age, karma, posting frequency, etc. When the users modmail to protest their ban it creates a kind of cognitive dissonance. Inauthentic accounts don't bother appealing their ban, they just activate another sockpuppet. So you look for the next most obvious reason to confirm your bias against the user/s. Enter conspiracy theories. Maybe another party is paying them to generate support that could be exploited later. But how likely is that really? I mean, really?
If you made it this far, I commend you. This is a polarised topic and I'm interested in people's thoughts on this but I want to stress we aren't here to bash other subs or their moderation style. It would be great to think about what we can all learn from this election to prepare us for better conversations next time.