The mainstream media's relationship with social media platforms is a complex and ever-evolving saga. Their recent embrace of Meta's Threads as a potential "Twitter killer" reveals a fascinating dynamic. Previously critical of figures like Mark Zuckerberg, some outlets now seem to champion him simply because he presents a challenge to Elon Musk's ownership of Twitter.
This shift in allegiance began with Musk's acquisition of Twitter. Outlets like The Washington Post, Vanity Fair, and The Atlantic published pieces predicting Twitter's downfall, seemingly fueled by Musk's stance on content moderation and free speech. These predictions, however, haven't materialized.
The media's intense focus on Twitter, coupled with their eagerness to highlight any potential competitor, suggests a fixation bordering on obsession. With each new platform launch, like Mastodon, Bluesky, and now Threads, certain media outlets appear to be actively rooting for Twitter's failure. Articles with titles like "Tired of Elon Musk? Here are the Twitter alternatives you should know about" (CNN) and "Threads Had Big Launch Energy. Twitter Is Under Pressure" (The Washington Post) illustrate this trend.
The New York Times even framed the emergence of Threads as a romantic breakup, describing Twitter as a "bad boyfriend." This narrative, however, might be premature. Threads CEO Adam Mosseri has stated his intention to create a "less angry place for conversations," explicitly avoiding the political focus that characterizes Twitter. This de-emphasis on political discourse could disappoint those in the media who view social media as a tool for shaping public opinion.
While Threads has attracted a significant user base, its long-term impact on the social media landscape remains uncertain. Whether it will genuinely challenge Twitter or simply compete with other Meta platforms like Facebook and Instagram is yet to be seen. One thing is clear: the media's fascination with the rise and fall of social media platforms will continue, with journalists ready to champion the next potential "Twitter killer" that emerges.
