Do Twitter Pro X

Colonialismo Digital a Partir da Gestão Musk

Resumen

Digital platforms explore data utilization within a business model centered on algorithms, artificial intelligence, and the sale of user engagement and attention for targeted advertising opportunities. The company formerly known as Twitter, rebranded as X, operates within this organizational realm, wielding significant political influence and was acquired by Elon Musk in October 2022. This article aims to examine the practices and initiatives instigated under Musk's leadership, framing them within the context of contemporary digital colonialism expansion. Employing a qualitative approach with ethnographic methodology, the research involved observations spanning from September 2020 to June 2024, organized through daily topic logging and a field journal capturing Musk's tweets and media coverage pre and post acquisition. Findings highlight Musk's managerial actions during this period, revealing facets such as autocratic leadership style, turmoil, discontent, exodus, division, and politicization favoring the far-right, culminating in a reconfiguration of the organizational landscape. This study thus characterizes a strand of contemporary digital colonialism aligned with neo-extractivism.