Twitter: A necessary evil? Journalistic responses to Elon Musk and the denormalization of social media

Abstract

The normalization of social media (notably Twitter) into journalistic routines has been well documented in research, even as social media use sometimes remains a source of conflict with traditional journalistic values and norms. In 2022, after Elon Musk’s takeover of Twitter, the normative implications of social media use came into sharp focus for journalists, as Musk ushered in a series of platform changes perceived as unfavorable for the journalistic profession. Focusing on the French media sector in 6-month period after Musk’s takeover, this study aims to explore what happens when journalistic digital tools are disrupted. Through a combination of semi-structured interviews, participant observation, and content analysis of French news articles, I show that Musk’s actions as CEO prompted journalists to question the broader legitimacy of social media as a journalistic tool. However, rather than abandoning Twitter entirely, journalists employed strategic disconnection in order to reconcile their continued Twitter use with their normative discomfort. These findings not only provide empirical evidence on the effects of Musk’s takeover, but also showcases how strategic disconnection can be used as a method of resistance to unwelcome influences in the media sector.