RICHARD SEYMOUR - Musk & Twitter: the first lab rat to take over the laboratory
Social media platforms are devised by a Californian tech scene committed to competition and social hierarchy. Twitter’s protocols treat us as wannabe celebrities, striving to produce storms of admiration and rage. It is a complex evolutionary system that selects the vacuous grandstanding and sniggering boorishness of adolescent personalities... So much the better if, like Musk, they have a record of sociopathic behavior... What Twitter has done is (to) automate this tendency... A public sphere dominated by this lurid publicity mechanism is structurally committed to stupidity. And in that world, Musk is king... users are not citizens of a representative democracy, but lab rats governed by incentives and controls: Musk is simply the first such rodent to take over the laboratory.
No plutocrat has ever so drastically de-sublimated his own mystique as has Musk, merely by tweeting his thoughts into the eternal void. His online persona -variously dull, boorish, self-pitying, whimsical and exuberantly vainglorious - has an ambiguous impact on a credulous business and tech culture: on the one hand, his armies of online sycophants defend everything he says; on the other, he just doesn’t cut the figure of a genius.
Yet there are reasons, beyond well-funded narcissism, why Musk might want to own his favorite platform...
https://www.nplusonemag.com/online-only/online-only/musk-takes-twitter/
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