Chapter 1: The Rebranding of Twitter

Twitter has undergone a radical transformation, now represented by a stark, simplified logo featuring just a single letter, “X,” crafted by Sawyer Merritt. In a bold attempt to salvage the ailing platform formerly known as Twitter, Elon Musk has eradicated the brand’s established identity.

Following the announcement of Musk's acquisition of the infamous social media platform, I consistently highlighted the potential threats this could pose to online dialogue and American politics. Regrettably, my concerns have materialized; under Musk's direction, the platform has devolved into a hub of right-wing sentiment, rivaled only by Trump’s Truth Social in its extremism.

What astonishes me is how swiftly this once-essential tool for journalists, business leaders, and politicians has become a global punchline. It has long been evident that the platform has been losing users, advertisers, and skilled employees at an alarming rate, and now it seems their downfall is inevitable.

The blue bird we’ve come to either cherish or despise has officially ceased to exist. In its stead stands the solitary character of Musk’s own design… the letter ‘X.’

This change prompts the question: Is this yet another reckless business decision or merely an extravagant form of satire? Most signs suggest the former, as Musk has previously embraced the letter “X” in various ventures, from the Tesla Model X to SpaceX, and even in the name of his son — X AE A-XII.

While the audacity is striking, the implications of such a sudden marketing shift are hard to ignore. With the brand barely clinging to life, discarding its last remaining strength—name recognition—seems unwise.

For over a decade, Twitter has become synonymous with digital communication, earning its place in everyday language. When people refer to “tweeting,” the immediate association is social media. For many of us raised in the internet age, this connection is ingrained and will likely persist throughout our lives. Twitter has held a status akin to that of Google for search engines, Kleenex for tissues, or Pyrex for cookware.

What are we meant to say now? “Oh, check out my profile! I just… um… ‘Xed’ a hilarious video of my cat earlier.”

“Please remember to X and re-X it.” It’s just awkward.

Not only is this phrase clumsy to utter, but it also evokes negative or embarrassing connotations: ex-partner, sex, extremism, or adult content. These associations are not what most users seek from a social media platform.

A quick online search reveals that “Xvideos.com,” sharing a similarly styled logo, is a well-known adult site. One can only imagine that countless former Twitter users may have inadvertently landed there instead. There could even be grounds for a lawsuit if Twitter’s media player adopts a similar branding.

Let’s not forget the programming implications of the letter “X.” In most applications, “X” signifies closing or exiting a program. Now, the app’s design is likely to mirror an exit button across operating systems—another indication of billionaire ingenuity at work.

Linda Yaccarino, the CEO of the rebranded company, claims that they aim to transform the platform into a “global town square,” expanding Twitter into a multifaceted hub for audio, video, messaging, payments, and banking. However, considering the recent technical issues and widespread layoffs, these aspirations seem overly optimistic. How can one aspire to create a super app when basic operations are faltering?

For the record, I have no strong feelings about whether this signifies the end of Twitter. Even during its prime, I struggled to grasp the appeal of compressing thoughts into 280 characters. If this marks the conclusion, so be it—but that's not the crux of my message.

The tragic narrative of Twitter's decline serves as a crucial reminder about the meritocratic ideals that have dominated America for decades. Success and wealth are often not determined by personal talent or intelligence; even the richest among us are fallible. In fact, their fame and narcissism may render them even more vulnerable.

Throughout my life, I've been told that individuals like Musk are the visionaries we need to propel the economy and humanity forward. Yet if the world's wealthiest man can self-sabotage a $44 billion social media platform, how can we expect him and other billionaires to solve pressing issues like climate change, war, and hunger? Whether it’s Musk, Bezos, Buffett, or Gates, continuing to idolize a handful of reckless elites is a precarious gamble.

Let Twitter's story serve as a lesson: the meritocracy is a myth.

If you found value in this piece and wish to support my writing, consider engaging (up to 50 engagements), sharing, and leaving a tip to help fuel my caffeine habit. Many of my articles are behind a paywall; if you wish to read more like this, use my referral code for unlimited access. Your monthly subscription will aid me and other writers on the platform.

Chapter 2: The Videos of Change

The first video, "Goodbye Twitter, Hello X?" explores the implications of Twitter's rebranding to X and discusses the reactions surrounding this change.

The second video, "2023: Goodbye Twitter, Hello Threads!" analyzes the emergence of new social media platforms in light of Twitter's evolution.