The Ugly Honesty of Elon Musk’s Twitter Rebrand
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I awakened Sunday to search out I had begun utilizing the social community previously often known as Twitter. The app had up to date to indicate the brand new title chosen by its proprietor: X. Now, beneath the pleasant and acquainted blue icon with a white hen, that letter alone was displayed—X—as if my iPhone was affirming that Elon Musk’s Twitter had grow to be an error. Quickly after, the hen icon disappeared, too, in favor of a white-on-black 𝕏.
The change has rolled out slowly. First the web site rebranded, after which, by the top of final week, Musk had dismantled the Twitter signage on the corporate’s San Francisco headquarters and erected an enormous, glowing X on its rooftop. (It has since been taken down.) Reprising the creeper pondering that impressed Musk to call Tesla’s fashions the “S,” “3,” “X,” and “Y,” such that they might mix to spell “S3XY,” Twitter additionally reportedly gave a number of convention rooms new, X-oriented names, together with “eXposure” and, as soon as once more, “s3Xy.”
As my colleague Charlie Warzel defined final week, Musk has been making an attempt to make X occur for many years now; PayPal arose from a merger together with his X.com web site. Now he’d like for X to be a superapp, a platform for chat, banking, information, purchasing—every part. Musk’s insistence on packaging that concept, already megalomaniacal, with a emblem that resembles a nerdy middle-school boy’s pocket book doodle underscores a tough reality: Nerdy middle-school boyhood, as soon as a part to be outgrown, has grow to be a philosophy of life. “Anybody else have a look at the 𝕏 icon and never even wish to open this app?” the Chicago-based product designer Chad Ashley tweeted—err, posted on X. He’s proper. It’s embarrassing.
Perhaps that’s for the most effective. As a cultural apply, social media is unhealthy—folks aren’t meant to speak to 1 one other this a lot—and something that may erode the apply is worth it. But in addition, Twitter, like different social platforms and the very web itself, is already redolent of the seventh grader’s mindset that Musk’s habits betrays. Perhaps we needs to be grateful that his X fetish forces us to confess that reality, so we are able to sometime transfer past it.
In its un-rebranded type, Twitter helped make the approach to life of posting appear benign. Earlier than it was an organization (after which an internet dependancy), twitter was only a phrase: a reference to the sound of birds or sure sorts of human prattle. What hurt may come of that?
Tons. For starters, it normalized the very notion of a platform the place everybody can communicate to everybody, unexpectedly. This feels pure at the moment, but it surely wasn’t when the service launched in 2006. Again then, some might need had a weblog, however folks ordinarily posted solely to small, closed on-line networks. That’s how Fb nonetheless labored, and LinkedIn too, and Orkut and Google+, could they relaxation in peace. Social networks have been initially designed round communities of belief. Twitter after which Instagram are responsible for increasing the act of posting to the world.
The shift from social networks to social media was culturally damaging. It set the expectation that everybody deserves—is owed, even—an viewers for his or her each notion, quip, picture, or exercise. This can be a egocentric youngster’s concept of residing on this planet, now so commonplace that opposing it appears controversial.
That ethos has penalties. The rise of public shaming on-line, whether or not in response to jokes, to affirm private advantage, or to deepen group membership, was depending on an infrastructure of public information from which shameworthiness may very well be assessed, and in addition on the viral unfold that Twitter each invented and perfected. So was the unfold of QAnon, and the planning for the January 6 insurgency. The flexibility to repost one thing immediately and with out remark to 1’s personal community, first invented because the “retweet button” in 2009, turned a vector for harassment and misinformation, permitting messages true or false, virtuous or vicious, to succeed in far past their unique environments. Each different platform adopted a model of this function due to its means to provide engagement, and now imagining social media with out it’s virtually not possible.
These are influences of operate—many steadily acknowledged. Much less mentioned: Twitter and the providers it influenced additionally modified aesthetic life. They introduced a brand new fashion to the fore: juvenile narcissism. X is its purest, dumbest distillation, a seemingly edgy however finally corny title that evokes arithmetic and nightclubs, pornography and tabletop video games.
Like many kinds, Musk’s (and Twitter’s) got here out of a subculture, and one which thrives on-line. The infinity of social media creates communities on the fringe. In the most effective circumstances, these enhance the lives of people that may in any other case battle for connection, however they’ll additionally function bubbles that amplify and normalize perversion. When everybody can discover a group of like-minded people, all flavors of mindedness can find yourself seeming justified—together with, most of all, the weird-schoolboy-mindedness of the individuals who occur to have invented the web as we all know it.
On-line tradition started in corners the place weirdos may join. Dialed into native BBSes, or logged on to Usenet threads and text-based digital worlds known as MUDs, nerds and outcasts have been the primary to search out their tribes on-line. Some shared recipes or crochet patterns; others expressed their board-game, anime, or furry fandoms; whereas nonetheless others handed round conspiracy theories. And there have been at all times piles and piles of bare photos.
Throughout many of those communities, irrespective of their host, content material, or members, an ethos of dorky habits was ascendant—and it persists at the moment. You possibly can’t browse a subreddit for plumbing or coffee-brewing suggestions with out operating the chance of wading by 100 nested replies containing dumb jokes, sneers, and sexual innuendo. Weird beliefs that after would have been confined to e mail forwards turned widespread on Fb. Each tweet turns into a chance for some miscreant, mansplainer, or literalist to select your phrases aside. The Comedian E-book Guys took over.
Sexual want and frustration, acquainted emotions for the outcast teenage nerd, pervade the social web. S3xy-ness is in every single place. Posts by ladies are dismayingly prone to produce advances, or threats, from creepers on all platforms; on the identical time, intercourse attraction is a pillar for the influencer financial system, or else a viable and even noble technique to win monetary independence. The web is for porn, because the track goes.
In all these methods, on-line life at the moment descends from the place it began, as a secure harbor for the pc nerds who made it. They have been socially awkward, involved with machines as a substitute of individuals, and dedicated to the fantasy of changing their impotence into energy. When that conversion was achieved, and the nerds took over the world, they adopted the bravado of the jocks they as soon as despised. (Zuck-Musk cage match, anybody?) However they didn’t cease being nerds. We, the general public, by no means agreed to undertake their worldview as the idea for political, social, or aesthetic life. We acquired it however.
Musk’s obsession with X as a model, and his infantile want to broadcast that obsession from the rooftops in hoggish, vibrant pulsations, calls consideration to this baggage. It reminds us that the world’s richest man is a pc geek, however one with monumental energy as a substitute of none. It calls consideration to the putrid odor that suffuses the historical past of the web. I’m type of bored with pretending that the stench doesn’t exist, as if doing in any other case could be tantamount to expressing prejudice in opposition to neurodivergence. This can be a unhealthy tradition, and it at all times has been.
Foul nerddom is a part of what invented, popularized, and profited from the web’s industrial rise. Twitter did its half to cover all that, with its unoffending avian verbs, its cute birds, even its charming fail whale. Higher we must always perceive that no world consideration community is ever actually cute or charming, for all of them are on the web, a cesspool.
If the X rebrand disgusts you—if, like me, you’ve been made a bit of queasy by having the brand new emblem thrust upon your cellphone by way of computerized replace—that feeling is about greater than Musk alone. He has merely surfaced what has been there all alongside. The web is magical and empowering. The web is infantile and disgusting.
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