For years, Twitter has been known as a chaotic and contentious platform. However, under the leadership of Elon Musk, it has transformed into a right-wing social network resembling alternative social media sites like Truth Social and Parler.
In December, I argued that Musk’s actions as Twitter’s owner labeled him as a far-right activist. As a prominent figure, he has consistently supported the right’s culture war against progressivism, which he refers to as “the woke mind virus.” His $44 billion acquisition of Twitter can be interpreted as a deliberate political move to advance this specific ideology. Under his direction, the platform has undoubtedly become a space that caters to far-right influencers, promotes the interests and prejudices of right-wing politics, and spreads conspiracy theories.
Recently, it was reported by NBC News that Florida Governor Ron DeSantis plans to launch his 2024 presidential campaign with a Twitter Spaces event alongside Musk. This demonstrates how Twitter has become a platform for right-wing political leaders. Additionally, The Daily Wire, a conservative-media powerhouse, announced that it will bring its entire slate of podcasts to Twitter. Moreover, former Fox News host Tucker Carlson revealed his intention to bring his fearmongering and bigoted prime-time-show format to Musk’s platform.
Both Carlson and certain hosts from The Daily Wire have faced deplatforming on other sites. Carlson recently lost his spot on cable news, while Matt Walsh had his YouTube channel demonetized due to transphobic content. Although no official deals have been made, it is likely that both Carlson and The Daily Wire will take advantage of Twitter’s new subscription features and revenue sharing to monetize their audiences.
This strategy is reminiscent of platforms like Rumble, which became a refuge for deplatformed right-wing figures seeking financial stability. Twitter seems to be following a similar path, tapping into popular right-wing influencers to revive its struggling business.
Musk’s active efforts to promote a specific anti-woke ideology align with his actions on Twitter. He has reinstated numerous previously banned accounts and emboldened trolls, white nationalists, and those involved in the January 6 attack. Musk himself has shifted from trolling to dog whistling and even outright conspiracy peddling. His recent anti-Semitic remarks about George Soros exemplify his online behavior. A glance at Musk’s interactions on the platform reveals his extensive engagement with far-right influencers and his approval of their racist memes.
A social media platform inevitably reflects the values of its owners, and Twitter’s ethos closely mirrors that of lesser-known alt-tech sites. Despite succumbing to the demands of authoritarian governments and censoring links to competing platforms, Musk portrays himself as a free-speech advocate, akin to his right-wing activist peers. Parler, before its failed acquisition by Ye (previously Kanye West), marketed itself as a “free-speech social platform.” Truth Social, backed in part by Donald Trump, promotes “an open, free, and honest global conversation without discriminating on the basis of political ideology.” Carlson’s description of Musk’s Twitter aligns with this narrative, emphasizing the scarcity of platforms that allow free speech. If it behaves like a right-wing website and markets itself as one, it is likely a right-wing website.
Twitter has become such a prominent far-right platform that it poses a threat to its competitors. When Parler shut down, its parent company acknowledged that a conservative-focused Twitter clone is no longer a viable business. The unspoken reason behind this statement is Twitter’s transformation into an echo chamber for right-wing voices.
While Musk seems to revel in the support from trolls, reactionaries, and Dogecoin enthusiasts who still admire him on the platform, he should be concerned by Parler’s statement. Right-wing alt-tech platforms may attract investors and new users with persecution complexes, but they ultimately make poor businesses. This is because they lack the one key element that fuels far-right discourse: the ability to “own the libs.” A culture war loses its appeal without actual conflict, and many prolific Twitter users are now posting less frequently on different platforms. Social media platforms that cater solely to right-wing ideology become tiresome and predictable, as they rely on the same fervent individuals endlessly ranting into the digital void. History shows that social networks can die in numerous ways, but boredom is the fastest killer.
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