Home » Elon Musk’s Takeover of Twitter: Rebranding, Controversy, and Consequences

Elon Musk’s Takeover of Twitter: Rebranding, Controversy, and Consequences

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Elon Musk’s Takeover of Twitter: Rebranding, Controversy, and Consequences

Elon Musk Renames Twitter “X”, Restores Donald Trump’s Account

Elon Musk caused a stir in November 2022 when he announced the renaming of the social media platform Twitter to “X”. The news came just a month after Musk became the new owner of Twitter, and it was accompanied by the restoration of former President Donald Trump’s account.

Zoë Schiffer, in her new book, “Extremely Hardcore: Inside Elon Musk’s Twitter”, sheds light on Musk’s decision to reinstate Trump’s account. This move, which was met with both outrage and applause, was a clear indication of Musk’s increasingly right-wing politics and his dedication to rescuing the social media platform from what he viewed as unjustified censorship.

The reinstatement process itself was not easy, as Twitter’s systems were not initially designed to handle the restoration of an account with nearly 90 million followers. Most of the engineers who knew how to solve the problem had been fired on Musk’s orders, adding to the chaos surrounding the decision.

Schiffer’s book serves as a close examination of Musk’s leadership during his ownership of Twitter, highlighting his often controversial and unilateral decision-making style. Musk’s demands for extreme work standards and his disruptive impact on the company’s operations are a central theme in the book.

The aftermath of Musk’s acquisition has been fraught with controversy, as he has dismantled many of the structures within the company aimed at preventing the spread of potentially harmful falsehoods, such as propaganda that contributed to the events of January 6th.

The broader implications of Musk’s influence over Twitter, and the questions it raises about governance and the power of wealthy individuals, are themes that Schiffer addresses in her book.

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While the platform has undergone significant changes under Musk’s ownership, the full extent of his impact remains to be seen. As Schiffer concludes her book in the fall of 2023, the story of Musk’s time leading “X” is only halfway through, leaving many to ponder what the future may hold.

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