The end of Twitter – how Elon Musk's rebrand to X could foster the platform's dark side

By Leslie Hallam, Course Director, Psychology of Advertising Masters Programme, Lancaster University

Alas, poor Twitter; we knew it well. Or, at least, we thought we did. Despite never occupying more than 10% of social media’s online presence, western audiences are very aware of the platform. That’s not least because of the way that the mass media echoes and amplifies the controversies and outrage born on Twitter.

Well before the fury at current owner Elon Musk’s changes, the platform occupied a strange dual position in our consciousness. It was a place for the slow murmurings of a sleepy populace gossiping around the…

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