Renowned New York Times tech reporters Kate Conger and Ryan Mac will launch "Character Limit" on September 17. The book explores the extensive impacts of Elon Musk's $44 billion acquisition of Twitter, making headlines. This move not only captivated the attention of the media and tech world but also stirred the platform with layoffs and remarkable transformations.
"Character Limit" is touted as the definitive account, providing insight into the substantial changes Musk brought to Twitter. The narrative unfolds the story of Musk's takeover, marked by his confrontational approach and revolutionary intentions. The book promises a detailed exploration of the tumultuous events, revealing the inner workings of the company as Musk, along with his relentless team of lawyers, investors, and bankers, transformed Twitter.
Conger and Mac meticulously track the evolution of Musk's influence on Twitter. They detail the initial external pressures as Musk besieged the company and, later, his internal leadership, which was marked by contention and unpredictability.
Musk's imprint on Twitter is explored, notably its rebranding to X. The book chronicles how Musk reshaped the platform to reflect his vision while dabbling in right-wing politics and associating with various personalities.
An article by the authors revealed that major brands had suspended their advertising campaigns on X following Musk's recent endorsement of an antisemitic conspiracy theory.
Internal documents revealed over 200 advertisers, including IBM, Apple, Airbnb, Coca-Cola, and Microsoft, are considering or pausing ads on the platform. Musk's controversial behavior and content moderation decisions have led to a rise in hateful content, contributing to a nearly 60% drop in U.S. advertising on X this year.
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Since Musk acquired Twitter in 2023, brands have hesitated due to concerns about his behavior. Advertisers are seeking alternatives on platforms like LinkedIn and TikTok. The controversy deepened when Musk endorsed an antisemitic theory, leading to substantial ad freezes and potential revenue losses.
X, facing declining ad sales, blames a report by Media Matters, a left-wing watchdog group, for the controversies. The report highlighted ads appearing next to white nationalist and Nazi content. X accused Media Matters of manipulating algorithms in their lawsuit. X's CEO, Linda Yaccarino, remained defiant, attributing problems to external criticism and emphasizing free speech principles. Despite challenges, Musk celebrated companies, including the NFL, continuing to advertise on X.
In December 2022, Musk received criticism for banning well-known journalists like Mac from Twitter. Musk defended the bans, stating they violated Twitter's rules on sharing identifiable information. This move contradicted Musk's earlier stance on promoting free speech.
In September 2023, Musk faced criticism from Ukraine for denying access to his Starlink satellite network, preventing a secret attack on Russia's Black Sea Fleet. Musk defended his decision, citing a refusal to be involved in a major act of war. Ukraine accused Musk of indirectly supporting Putin and contributing to civilian casualties. Later, it was revealed that Musk received a warning from the Russian ambassador about the risk of nuclear war if Ukraine attacked the port.
Conversely, Musk announced X's commitment to donate revenue associated with the war in Gaza to hospitals in Israel and the Red Cross/Crescent in Gaza. Yaccarino echoed Musk's sentiments, urging support for free speech and defending X's principles.
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