Elon Musk speaks onstage during The New York Times Dealbook Summit 2023 (Photo by Slaven ... [+]
It is increasingly unlikely that any high-profile advertisers will be returning to X—the social media platform formerly known as Twitter—following owner Elon Musk's blatant comments during the 2023 New York Times DealBook Summit on Wednesday.
Musk called the current advertising boycott—which includes such brands as Apple
What may be even more clear is that such strong words won't likely bring the brands back, and it was on Friday that Walmart
"Twitter is a house on fire, and Musk is simply throwing gasoline on it," suggested Scott R. Talan, assistant professor of Public Relations and Strategic Communication at American University.
"Even worse, Musk is trying to have it both ways. He claims to be a free speech absolutist seeing few limitations, but when others exercise their free speech he lashes out, advertising is essentially a paid version of free speech," Talan added.
Some Have Rallied To Musk
Even as the major brands have pulled their ads, there have been those who rallied behind Musk. As previously reported, it was just last month that Seth Dillon, CEO of the conservative satire website Babylon Bee, was joined by YouTuber Tim Pool in pledging to support X.
Moreover, some of those who have thrown in with Musk have in turn called for boycotts against the likes of Disney. That likely won't go very far.
"It shouldn't be surprising that we're seeing some calls to boycott Disney, but it has nothing to fear," Talan explained.
There may be memes and posts on X targeting the Mouse House, but it is unlikely to hurt Disney's bottom line and certainly not in the same way that the pulling of ads could hurt X.
"This is what Musk doesn't understand—most people don't want to be wrapped up in these debates," said Talan. "That is why people are leaving X. It is no longer a friendly, fun place."
Is This Really About Free Speech At All?
Musk has also double-downed on his argument that he simply wants to support free speech, even if some of it makes others uncomfortable, but based on his recent comments that could be seen as questionable.
"The notion that Musk is a 'free speech absolutist' is laughable. He ejected journalists representing major news outlets like CNN and The Washington Post from Twitter, without warning, just for covering stories about him," said Dr. Aram Sinnreich, chair of the Communication Studies division at American University's School of Communication.
"He's suing a media watchdog nonprofit for accurately pointing out that the site placed major brand advertisers next to hateful content. He himself has amplified thoroughly debunked disinformation, including pizzagate and the 'great replacement theory,'" added Sinnreich. "These are the actions of a petty, hateful idealogue, not a champion of free speech."
What Does It Mean For X's Future?
Since taking control of the company in October 2022, X has increasingly been in the spotlight—but usually for actions that have been questioned by media watchers.
"He keeps making it harder and harder for his new CEO Linda Yaccarino, and it is her job to rescue the company," added Talan.
So far at least, Yaccarino has stood by her boss. In a post on X on Wednesday, she wrote, "Today @elonmusk gave a wide ranging and candid interview at @dealbook 2023. He also offered an apology, an explanation and an explicit point of view about our position. X is enabling an information independence that's uncomfortable for some people. We're a platform that allows people to make their own decisions. And here’s my perspective when it comes to advertising: X is standing at a unique and amazing intersection of Free Speech and Main Street — and the X community is powerful and is here to welcome you. To our partners who believe in our meaningful work — Thank You."
Musk hired Yaccarino, a veteran advertising executive, in May to serve as the company's CEO. And while she seems to stand by Musk, her job isn't likely to get any easier.
"When you have more and more establishment advertisers leaving it, it makes X's survival less likely and certainly less for it to thrive," Talan suggested. "If there is an endgame, I'm not seeing it."
X did not respond to a request for comment.
