Mark Zuckerberg is enjoying a successful and eventful summer. He’s been flaunting his physical fitness, engaging in martial arts, and even trolling Elon Musk. On top of that, his new Twitter clone, Threads, has gained over 100 million users in just a few days. People are genuinely interested in Zuckerberg’s achievements and are rooting for his success. However, it’s important to question why we are drawn to his recent activities. Have we forgotten about the controversies surrounding Facebook, or are we falling for a PR campaign? Perhaps we are witnessing a version of Zuckerberg who no longer cares about public perception. Is he finally free from societal expectations?
The answers to these questions may not be as significant as the fact that we are asking them. The notion that Zuckerberg is experiencing a new phase in his life is carefully constructed to shape his image. The emphasis on his physical appearance and confidence is just another transformation in a series of personas he has adopted over the years. From the cocky CEO to the robotic and philanthropic versions, each incarnation was designed to improve his likability and Facebook’s public image.
Now we have Hobbyist Zuck, a more well-rounded and relatable version of the CEO. This persona caters to a cultural fascination with masculinity and strength. Hobbyist Zuck participates in mixed martial arts, avoids TV, and presents himself as an alpha male. This image aligns with a peculiar moment in which leaders are expected to showcase their physical abilities. It also allows Zuckerberg to discuss his career through the lens of martial arts, portraying his failures as lessons in humility.
While this new persona may serve Zuckerberg’s interests, it also sheds light on Facebook’s past scandals. It’s a self-serving narrative that attempts to reframe these controversies in a more positive light. Nevertheless, it feels like an honest revelation, considering the public scrutiny Zuckerberg has faced. It’s possible that he now perceives himself as having very little to lose in terms of reputation. This mindset allows him to remain in the spotlight, even after failed attempts to generate interest in projects like the metaverse.
In contrast to Zuckerberg, Elon Musk’s tenure as the owner of Twitter has been filled with controversial decisions and a decline in his reputation. Musk’s mishandling of the platform has inadvertently boosted Zuckerberg’s popularity. Threads, Zuckerberg’s new platform, has garnered excitement from users who dislike Musk and see it as a return to what Twitter was before his involvement.
Zuckerberg’s current popularity may be partly due to his association with Musk and the principle that your likability can be defined by whom you oppose. Being universally liked is not necessarily advantageous, and Zuckerberg may have realized the value in catering to a specific fan base without fully immersing himself in online culture like Musk. Even the idea of a cage fight between Zuckerberg and Musk, though eye-roll-inducing, can be seen as savvy image management.
While it’s debatable whether Zuckerberg has truly won the summer, the initial success of Threads may wane as the novelty wears off. The speculated cage match may never happen, potentially making his macho persona seem immature. Nonetheless, what remains undeniable is that people in the middle ground of admiration and criticism are paying attention to Zuckerberg’s every move.
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