Elon Musk Can’t Fix Twitter’s Ego Problem

Elon Musk Can’t Fix Twitter’s Ego Problem


Creating a Twitter account confirmed my suspicions about a Twitter problem I doubt Elon Musk can fix. I think he can handle the biased moderation and the (un)profitability of the platform, but Twitter has a basic structural problem, which is that it does not deliver on its promise of joining the discussion and being heard by famous and important people.

Twitter, as a business, needs engagement. And engagement is sustained by the idea of Twitter offering real contact and a real platform. But though that is not quite an illusion, it is not very real. For most users, Twitter offers something barely more substantial than a phantasm of connecting with a celebrity or an illusion of shaping the political conversation.

Twitter’s fundamental problem is that

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