ICYMI | Why is Mark Zuckerberg vice-signaling? - by Max Read
Which leads, I think, to the other important function of Zuck’s new look. I think Roose is right that Zuck is “has clearly been studying Mr. Musk’s playbook”--not just in his rhetorical choices, but in his efforts to become more of a social-media main character in the same manner as Musk. (Note that Zuck is on Threads doing an uncanny imitation of Musk spamming single-emoji responses to Tweets thing.) For most of his career, Zuck has followed the general conventional wisdom around being a C.E.O. and attempted to appear generally nonpartisan (and when partisanship was unavoidable, to express it in the blandest ways possible). But Musk has, over the last few years, demonstrated that there are distinct advantages to aggressive and committed partisanship--specifically, the ability to command and direct swarms of protectors and apologists online.
