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.

Not, of course, that he hasn’t been feted by the usual obsequious outlets, from TED to Charlie Rose. Not that his achievements aren’t routinely inflated: even a critical article in The Economist explains that he “invents things that are changing the world, from electric cars”- already in commercial use by the end of the nineteenth century -“to space rockets” - first fired into space in 1957. But his addiction to social media, where he epitomizes so thoroughly the Twitter try-hard who thinks he’s funnier than he is, relentlessly sabotages the myth.

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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