“Elon Musk’s vision for Twitter, never entirely coherent, cracked at first contact with economic reality,” Jelani Cobb writes.
, never entirely coherent, cracked at first contact with economic reality. His disdain for advertising meant that the companies purchasing ads would view him warily. Moreover, his lifting of bans on Twitter’s most truculent users inspired understandable fear from advertisers that their products would appear next to homophobic, racist, sexist or generally misanthropic tweets.
Participating in Twitter—with its world-spanning reach, its potential to radically democratize our discourse along with its virtue mobs and trolls—always required. That analysis began to change, at least for me, immediately after Musk took over. His reinstatement of Donald Trump’s account made remaining completely untenable. Following an absurd Twitter poll about whether Trump should be allowed to return, Musk reinstated the former President.
Musk’s ownership is markedly different from the one that preceded it. He took the company private, and Twitter is no longer a publicly traded entity. In a sense, the users whose tweets drive what remains of its shrinking ad revenue are his most important employees. My sepia-tinted memories of what Twitter was—or could possibly have become—dissolved at the prospect of stuffing money in the pocket of the richest man on the planet.
My decision to leave yielded a tide of farewells but also two other types of responses. The first was low-grade trolling that had the effect of validating my decision to depart. But the second was more nuanced and complicated, an argument that leaving offered a concession to the abusive, reactionary elements whose presence has become increasingly prominent since Musk took over. One person paraphrased the writer Sarah Kendzior, urging users to “never cede ground in an information war.
To the extent that people remain active on Twitter, they preserve the fragile viability of Musk’s gambit. The illusory sense of community that still lingers on the platform is one of Musk’s most significant assets. No matter which side prevails, the true victor in any war is the person selling weapons to both sides.
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