
Do journalists need to change the way we write about Elon Musk? Casey Newton, who writes the Platformer newsletter, is among those who think that we do. Musk’s behavior as the owner and (until recently) CEO of X, the company formerly known as Twitter, may have started out mesmerizing, like a multi-car pileup on the freeway, but at some point, his penchant for making statements and promises that are not only untrue, but will likely never become true, raises questions about how we should cover him. To take just one recent example cited by Newton, Musk bragged about a proposed martial-arts fight with Mark Zuckerberg, the founder and CEO of Meta. Musk promised that the fight would be live-streamed on X, with the proceeds going to charity; he also hinted that the fight might take place at the Colosseum, in Rome. Behind the scenes, however, Musk reportedly ignored attempts to book a time for the fight, then said he needed more time, and might need surgery.
A grudge match between Zuckerberg and Musk is the kind of thing that gets played for laughs, but other examples of the growing gap between Musk’s statements and the truth have been more serious. Despite Musk’s claim that he is a free speech maximalist, earlier this month, X launched a lawsuit against the Center for Countering Digital Hate, a research group that investigated hate speech on the platform and found that it has been increasing. X alleges that the researchers violated the platform’s terms of service in a “scare campaign to drive away advertisers.” The suit also claims that the center “engaged in a series of unlawful acts designed to improperly gain access to protected X Corp. data,” as well as breach of contract, violation of the Computer Fraud and Abuse Act, intentional interference with contractual relations, and inducing breach of contract. (In turn, Imran Ahmed, the center’s CEO, accused Musk of “a brazen attempt to silence honest criticism and independent research.”)
To take another example, Musk said in February that X would start sharing ad revenue with creators on the platform. This promise generated some favorable coverage from business and technology journalists. As Newton notes, however, after sending a small number of creators a single payment last month, X announced that too many creators had applied and that it had thus decided to delay the rollout of the plan indefinitely. Then, over the weekend, after a NASCAR driver was suspended for liking a post that made fun of the police killing of George Floydin 2020, Musk promised to pay the legal bills of anyone whose employer has “unfairly treated” them as a consequence of their activity on X. But many observers are skeptical that this will ever happen. “Given that Musk won’t even pay his own vendors,” Newton wrote, “it strains credulity that he would file unlimited lawsuits” to defend ordinary users from attack. (And Musk, reportedly, has also fired a number of employees for criticizing him.)
Note: This was originally published as an email newsletter for the Columbia Journalism Review, where I am the chief digital writer
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