Why the Legacy Media Is Panicked About Elon Musk’s Twitter Takeover

It has now been per week since Elon Musk took over Twitter, and the wailing and gnashing of enamel remains to be audible throughout the legacy media panorama.

In a single sense, that’s fairly stunning: Why, exactly, ought to members of the media be so apoplectic a few billionaire taking up a social media firm from different millionaires, pledging to loosen restrictions on dissemination of speech? In one other sense, the outrage is completely predictable: The legacy media oligopoly is now underneath risk.

To know the angst of the legacy media and the Democratic Social gathering over Musk’s takeover of Twitter, it’s necessary to grasp the oligopolistic historical past of legacy media dominance.

Till the Nineteen Nineties, just about all People needed to depend on just some main legacy media sources: the three networks, The New York Instances, The Washington Put up, and the like. An enormous variety of People relied on native newspapers, however these newspapers in flip relied on wire companies like The Related Press, AFP, Reuters, or McClatchy.

This oligopoly meant each market share and management of the narrative.

The rise of the web modified all the pieces.

After Drudge Report broke former President Invoice Clinton’s Monica Lewinsky scandal, the character of the media modified totally. There had been hints of a brewing dissent within the works—discuss radio, the rise of Fox Information. However the web shattered legacy media dominance totally. Individuals started diversifying their information diets en masse. The legacy media had been out of the blue being referred to as out and fact-checked by retailers that individuals truly learn.

Within the early phases of the brand new media, individuals accessed their favourite web sites immediately. They bookmarked these websites, and so they clicked on them every morning.

Then got here main social media. Social media re-centralized the mechanisms of distribution for information. As a substitute of bookmarking 10 web sites, for instance, individuals adopted 10 accounts on Twitter, or added them to their Fb newsfeeds. This was extremely handy—and it was good for lots of nonmainstream information retailers, who out of the blue had entry to billions of eyeballs. A thousand flowers bloomed.

And, for a time, there was stasis: As a result of Democrats maintained political management, these social media websites had been praised for his or her free speech ideas, and intelligent use of those companies—a la the Obama marketing campaign in 2012—was thought of good and worthy.

When former President Donald Trump was elected in 2016, nevertheless, legacy media retailers and the Democratic Social gathering panicked. They thought they’d solid an unbeatable electoral coalition; there was merely no manner Hillary Clinton might have misplaced legitimately. Somebody needed to be blamed. The reply was apparent: Proper-wing “misinformation” and “disinformation,” unfold by social media, was the perpetrator.

The legacy media and their Democratic mates now started responsible Fb and Twitter. Strain was placed on the social media websites to cease performing as free platforms for dissemination of a broad number of views; as a substitute, the social media platforms—which had monopolized information visitors—could possibly be used to reestablish left-wing legacy media oligopoly. Strain even got here from the Division of Homeland Safety, as The Intercept reported this week: DHS engaged in “an expansive effort … to affect tech platforms.”

“Misinformation” could be fought by shutting off the visitors spigots on non-legacy media; legacy media could be promoted and elevated. And since just about all information visitors to websites now got here by means of these social media websites, the oligopoly might as soon as extra take maintain.

Individuals had been banned for saying the apparent: males weren’t girls; mass masking was not an efficient resolution to COVID-19 transmission; vaccine mandates had been ineffective as a result of vaccines didn’t cease transmission; black People weren’t being systemically focused by legislation enforcement based mostly on race. By merely claiming victimhood, the Left leveraged social media into limiting the stream of data.

For this reason Musk’s buy of Twitter presents such a risk.

Musk will presumably once more permit a thousand flowers to bloom. And the oligopoly can’t deal with that, which is why they’ve declared all-out struggle on Musk.

However it received’t work. As a result of all he has to do is say no. We are able to solely hope that different social media bosses comply with Musk’s lead and discover once more the mission that led them to discovered their corporations, fairly than cowering within the nook on the behest of the Democratic-legacy media complicated.


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