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The discourse was never all that civil on Twitter. The loudest voices have often drowned out softer, more nuanced takes. After all, it’s much easier to rage-tweet at a perceived enemy than to seek common ground, whether the argument is about transgender kids or baseball.
In the chaos that has enveloped Twitter the platform — and Twitter the company — since Elon Musk took over, it has become clear this isn’t changing anytime soon. In fact, it’s likely to get much worse before it gets better — if it gets better at all.
Musk, with his band of tech industry loyalists, arrived at Twitter just over a week ago ready to tear down the blue bird’s nest and rebuild it in his vision with breakneck speed. He quickly fired top executives and the board of directors, installed himself as the company’s sole director (for now) and declared himself “Chief Twit,” then “Twitter Complaint Hotline Operator” on his bio.
On Friday, he began mass layoffs at the San Francisco-based company, letting go about half of of its workers via email to return it to staffing levels not seen since 2014.
All the while, he’s continued to tweet a mix of crude memes, half-jokes, SpaceX rocket launches and maybe-maybe not plans for Twitter that he seems to be workshopping on the site in real time. After floating the idea of charging users $20 a month for the “blue check” and some extra features, for instance, he appeared to quickly scale it back in a Twitter exchange with author Stephen King, who posted, “If that gets instituted, I’m gone like Enron.”
“We need to pay the bills somehow! Twitter cannot rely entirely on advertisers. How about $8?” Musk replied. On Saturday, the company announced a subscription service for $7.99 monthly that allows anyone on Twitter to pay a fee for the check mark “just like the celebrities, companies and politicians you already follow” as well as some premium features — not yet available — like getting their tweets boosted above those coming from accounts without the blue check.
The billionaire Tesla CEO also has repeatedly engaged with right-wing figures appealing for looser restrictions on hate and misinformation, received congratulations from Dimitry Medvedev, Russian President Vladimir Putin’s top associate and tweeted — then deleted — a baseless conspiracy theory about House Speaker Nancy Pelosi’s husband, who was attacked in his home.
More than three dozen advocacy organizations wrote an open letter to Twitter’s top 20 advertisers, calling on them to commit to halting advertising on the platform if Twitter under Musk undermines “brand safety” and guts content moderation.
“Not only are extremists celebrating Musk’s takeover of Twitter, they are seeing it as a new opportunity to post the most abusive, harassing, and racist language and imagery.
