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Elon Musk's ‘Humanity Experiment': X's Evolution in 2024
The billionaire Elon Musk has championed X (formerly Twitter) as a bastion of free speech since acquiring the social media platform two years ago. However, throughout 2024, X has transformed from a communal space into a polarized hub where views and posts seem even more divisive.
Certain profiles sharing misleading political and news commentary, some accused of inciting hate, have recently gained prominence. While X may not have as many users as other major social platforms, it appears to significantly influence political discourse. Not only do high-profile politicians, governments, and law enforcement agencies share statements and views on X, but Musk has also directly aligned himself with Donald Trump, potentially redefining how social media moguls interact with the next US President.
Behind the Wave of Change
The surge in controversial content on X raises questions about whether there has been a demographic shift in its user base or if deliberate decisions by those in charge are responsible.
The Rise of X ‘Media'
Two months ago, Inevitable West didn't exist on X. Now, the profile, self-described as a “Defender of Western values and culture,” has amassed 131,600 followers and garners around 30 million daily views across its posts, according to its creator. Musk has even responded to Inevitable West's posts.
Their recent posts, often featuring news alert-style captions, include a fabricated video depicting Trump telling the British Prime Minister he will “invade your country and make Britain Great Again.” The account has also shared posts supporting far-right activist Tommy Robinson and debunked claims about UK farmer protests and a knife attack in Southport that killed three children during a Taylor Swift dance workshop.
Inevitable West denies accusations of spreading disinformation, inciting abuse, or violence. “The purpose of my X account is to be the voice for the silent majority of the Western world,” its creator, claiming to be “Gen Z” and “not Russian,” told reporters.
“Uncensored information and opinions will inevitably lead [to] the US and entire West and Europe moving further right, [which is] proven by Donald Trump getting elected and surges in Europe's far right,” they argued. “Globally, it would mean corrupt politicians and leaders would get found out.”
The account's rise is perceived as the “death” of what they call the “MSM” or Mainstream Media, aligning with Musk's statement to X users: “You are the Media Now.”
Changes at X: From Blue Ticks to Likes
When Musk acquired Twitter, he emphasized the need to host all political opinions and push back against censorship by social media companies and governments.
Immediate changes included mass layoffs and alterations to moderation policies on issues like political misinformation. Further transformations followed, such as the creation of separate “Following” and algorithmically curated “For You” feeds, akin to TikTok.
Over 2024, additional alterations occurred, including changes to the block function, making blocked accounts still visible, and privatizing likes. While community notes for fact-checking persist, users must now pay for the previously free blue verification ticks through X Premium subscriptions.
Premium profiles gain more privileges, prominence, and the ability to monetize engagement from other verified accounts, replacing the previous ad-based revenue model for individual accounts. X does not have rules to de-monetize accounts over misinformation, though it prohibits “misleading media” that could cause widespread confusion or harm.
According to Inevitable West, X can now become a job, potentially earning “$2,500 a month” by posting seven times daily or “$25,000” for accounts with 500,000 followers posting 30 times per day.
Algorithm Changes?
While algorithm changes could boost certain posts, the current environment on X seems more a consequence of the various site changes rather than a simple tweak.
Andrew Kaung, a former analyst at TikTok and Meta, attributes the shift not solely to algorithms but also to “the lack of safety mechanisms in the name of free speech.”
Nina Jankowicz, former Executive Director of the disbanded US Disinformation Governance Board, argues X's algorithms now “privilege divisive and misleading rhetoric,” with users posting less controversial content seeing reduced views.
“The consequence is that the platform that touts itself as a public square is an extraordinarily artificial environment, a true black mirror of the most worrying parts of human nature.”
The Unintended Influencers
Many large accounts have unexpectedly gained significant influence on X. “I never really intended to become an influencer,” admits Andi, a New York-based profile. “But I figure since I have this platform I should try to use it to advance my own causes.”
Andi shared a meme about a euthanized squirrel that garnered 45 million views, comparing his reach to podcaster Joe Rogan's 14.5 million X followers.
Allegations of Moderation Bias
Following a recent attack in Germany that killed five and injured over 200, X saw debates surrounding the suspect, a German resident originally from Saudi Arabia. Prosecutors suggested a potential motive could have been “disgruntlement with the way Saudi Arabian refugees are treated in Germany.”
Inevitable West commented: “Raid the mosques. Ban the Quran. Carry out mass deportations. Our patience has officially expired.” The account has been accused of inflaming hate but claimed to be “actually inciting safety” and said they would never delete untrue posts.
Allegations of moderation bias have long surrounded X, with questions about whether it previously limited free speech. Former employees have expressed concerns about the company's ability to protect users from trolling, disinformation, and exploitation following mass layoffs.
Lisa Jennings Young, a former X employee, feels “we're all living through a vast social experiment [on humanity]” with no specified goal or controlled outcome.
Some users have migrated to other platforms like Bluesky, created by former Twitter boss Jack Dorsey and now boasting over 20 million users.
Social Media Meets Political Influence
Since Trump's 2024 election victory, X has solidified its position as the home for updates about his administration. Musk endorsed Trump and has been offered a government position leading the Department of Government Efficiency (Doge).
Experts predict other social media bosses may need closer relationships with the incoming administration, particularly if facing increased regulation and online safety pressures. Meta's Mark Zuckerberg and TikTok's Shou Zi Chew have reportedly met with Trump, potentially softening previous tensions.
With most social media giants based in the US, the American government's approach could significantly impact the industry, despite measures like the UK's Online Safety Act and Australia's proposed social media ban for children under 16.
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