Shells, Fronts, Astroturfing, and Beyond: Examining Concealment Strategies of Proxy Organizations

Abstract

This study investigates what we call proxy organizations (e.g., shell companies, front organizations, astroturfing efforts). Drawing on existing literature to better conceptualize proxy organizations and their communicative nature, we position these proxy organizations within scholarship on visibility management and hidden organizing. To answer research questions about public discourse around these proxies and their use of concealment strategies, we analyze news coverage of these organizations from 2001, 2011, and 2021. Findings suggest sizable increases in discourse about each proxy type. Additionally, analysis reveals several concealment themes in that media coverage: dark/secret money/finances, hidden owners, shadowy influence, anonymous proxies, covert links, online concealment, secret/illegal activities, and revelation safety/fear. We then draw conclusions, discuss implications, and suggest directions for future organizational communication research about proxy organizations.