Författare: Timothy Graham Associate Professor in Digital Media Queensla

As voting booths in the United States close and the results of the presidential election trickle in, tech billionaire Elon Musk has been posting a flurry of tweets on his social media platform, X (formerly Twitter). So too has Republican presidential nominee Donald Trump.

At first glance these tweets might appear chaotic and random. But if you take a closer look, you start to see an alarming strategy behind them – one that’s worth paying very close attention to in order to understand the inner workings of the campaign to return Trump to the White House.

The strategy has two immediate aims. First, to overwhelm the information space and thereby manage attention. Second, to fuel the conspiracy theory that there is a coordinated campaign among Democrats, the media and big tech to steal this election.

But it’s important to understand that the strategy on X is part of a master strategy of Trump’s campaign: a backup plan in case of a Trump loss, designed to encourage the public to participate in a grand re-wiring of reality via the meta-narrative of widespread voter fraud.

Overwhelm the information space

Musk has long been a prominent user of X, even before he became the owner, chief technology officer and executive chairman of the platform.

But as I reported last week, since he endorsed Trump in July, engagement with his account has seen a sudden and anomalously large increase, raising suspicions as to whether he has tweaked the platform’s algorithms so his content reaches more people.

This trend has continued in recent days.

As well as posting on X, earlier today Musk also held a “freeform” live discussion on the platform about the election. It lasted for nearly one and a half hours. Around 1.3 million people tuned in. This is one of many live discussions he has hosted about the election over the past months, including notably with Trump.

In an information war, everything is about attention management. Platforms are designed to maximise engagement and user attention above and beyond anything else. This core logic of social media is highly exploitable: who controls attention controls the narrative. In Australia, the “Vote No” campaign during last year’s referendum on Indigenous representation in government was a masterclass in attention management.

By bombarding audiences, journalists, and other key stakeholders with a constant supply of allegations, rumours, conspiracy theories and unverifiable claims, Musk and the Trump campaign eat up all the oxygen of attention. When everyone is focussed on you and what you’re saying, they are distracted from what the other side is saying.

And Musk and Trump want people to focus on the idea that the election is going to be stolen.

Tech billionaire Elon Musk (right) has been a pivotal figure in the campaign to return former president Donald Trump to the White House.
Evan Vucci/AP

Fuel the election fraud narrative

From the beginning of the year, the narrative that the US presidential election is at risk of being defrauded has been steadily gaining steam. But in the past week leading up to election day, it has gone gangbusters.

For example, starting on October 27, Trump started posting on X using the #TooBigtoRig hashtag. This refers to the idea that Trump will win the election by such a large margin that the result will be incontestable. Up to this point, the #TooBigToRig campaign was driven by Trump supporters. Now, Trump has officially joined – giving it the ultimate legitimacy.

There has also been a dramatic spike over the last week in posts using similarly themed hashtags such as #ElectionFraud, #ElectionInterference, #VoterFraud and #StopTheSteal.

Musk himself hasn’t been using these hashtags very much (although replies to him from other users are riddled with them). But he has been posting material that aligns with them. For example, earlier today he retweeted a post which claimed the electronic voting system in the US was insecure. Musk added: “Absolutely”.

He has also falsely accused Google of encouraging Americans to vote for Democratic nominee Kamala Harris.

And as some early results have started trickling in, Musk has posted about Trump’s odds of winning being nearly 70%.

“The prophecy has been fulfilled,” Musk wrote.

Participatory disinformation

In many ways this has all the hallmarks of participatory disinformation. This concept, developed by computer scientist Kate Starbird and colleagues, explains how both ordinary people as well as politicians and influential actors become active participants in spreading false narratives.

Unlike the top-down model of propaganda, participatory disinformation describes how grassroots activists and regular people – often with strong convictions and genuine intentions – contribute to spreading and evolving narratives that are not grounded in facts. It is a collaborative feedback loop involving both elite framing of issues and collective sensemaking and “evidence” gathering.

Before war breaks out, there are clear signs of what’s about to unfold, even if a country publicly denies they are preparing for battle. Blood supplies, troops and weaponry are transported to the border in preparation for an invasion.

The same thing is at play here, except the weapon is us.

The flood of tweets by Musk and Trump, in particular, is setting the stage for a full-blown participatory disinformation campaign to undermine the election results. Läs mer…

On July 13, shortly after Donald Trump was targeted by an assassination attempt, Elon Musk, the billionaire owner of X (formerly Twitter), tweeted to his more than 200 million followers:

I fully endorse President Trump and hope for his rapid recovery.

Musk’s efforts to influence who wins next week’s US presidential election have continued. For example, over the past three months, he has donated more than US$100 million to a political action committee called America PAC that’s promoting Trump.

But our new research (currently available in preprint form) indicates Musk may be wielding influence in other more subtle ways as well. However, the platform’s increasing opacity to researchers makes this difficult to say for certain.

Shortly after Musk endorsed Trump’s presidential campaign, there was a statistically anomalous boost in engagement with his X account. Suddenly, his posts were getting much higher views, retweets and likes in comparison to other prominent political accounts on the platform.

This raises suspicions as to whether Musk has tweaked the platform’s algorithm to increase the reach of his posts in advance of the US presidential election. It also demonstrates the problems with how social media platforms like X are currently regulated around the world.

Not the first time

Musk has history when it comes to tweaking X’s algorithms so his own content reaches more people.

Last year, he reportedly mobilised a team of around 80 engineers to algorithmically boost his posts. This came after his tweet supporting the Philadelphia Eagles during the Super Bowl was outperformed by a similar one from President Joe Biden. Musk seemed to confirm this happened, posting a picture depicting one woman labelled “Elon’s tweets” forcibly bottle feeding another woman labelled “Twitter”.

To see whether Musk has done this again in the leadup to the US election, we compared Musk’s engagement metrics – such as the number of views, retweets and likes – with a set of other prominent political accounts on the social media platform. The data spans the period from January 1 2024 to October 25 2024.

Other political accounts that served as a basis of comparison include those of right-wing commentators Jack Posobiec, Tucker Carlson and Donald Trump Jr. Our study also examined accounts at the other end of the political spectrum, including those of US Representative Alexandria Ocasio-Cortez, US Senator Bernie Sanders and Vice-President Kamala Harris.

A sudden and significant increase

Since July, engagement with Musk’s X account has seen a sudden and significant increase.

The view counts for his posts increased by 138%, retweets by 238%, and likes by 186%.

In contrast, other prominent political accounts on X saw more moderate increases: 57% in view counts, 152% in retweets, and 130% in likes.

This suggests that while engagement went up for all accounts after July, Musk’s metrics saw a particularly large boost, particularly in retweets and likes.

The research further found that since July, other conservative and right-wing X accounts have performed better in terms of visibility of posts compared to progressive and left-wing accounts.

The Conversation sought comment from X about the research, but did not receive a reply before deadline.

Without backstage access to the workings of the company, it is impossible to know for sure whether changes to its curation system are boosting its owner’s posts. The platform has limited the access it provides to researchers since Musk took over. This means there are restrictions on the amount of data we were able to collect for this study.

However, the Washington Post recently found that tweets from Republicans are far more likely to go viral, receiving billions more views than those from Democrats. Similarly, an investigation by the Wall Street Journal revealed that new users to the platform “are being blanketed with political content” that disproportionately favours Trump.

Since Musk’s purchase of the platform, it has become more congenial to figures on the right, including people who were previously banned for spreading harmful and false information.

The myth of neutrality

The findings raise the question of the extent to which Musk’s influential social media platform is reinforcing its owner’s political agenda.

Musk, whose businesses have extensive government contracts, has made a public and financial spectacle of his unabashed support of Trump. The billionaire tech tycoon is reportedly Trump’s second-biggest financial donor. He also promoted Trump in a glitchy live interview on X and authored a stream of tweets promoting Trump’s campaign.

Musk is also handing out $1 million a day to selected registered voters. This plan (which has met with questions over its legality) apparently aims to boost voter registration among sympathisers in swing states.

Musk’s actions have torpedoed the fantasy that social media platforms such as X are neutral. Given he has previously tweaked X’s algorithm to amplify the reach of his posts, it would be surprising if he were not tilting the platform in favour of Trump, whom he believes is “the path to prosperity”.

For too long, social media platforms have enjoyed immunity for the information they selectively inject into users’ feeds. It’s time for governments to reconsider their approach to regulating the oligopolistic power over our information environment wielded by a handful of tech billionaires. Läs mer…