“ We are the media now ”: why Tesla’s robotaxis was dominated by Elon Musk Superfans

Over the years, Tesla has built part of its reputation on the reception of major bold events to generate an authentic beateering for future outings. THE Launch of Robotaxi in Austin, TexasLast week was not part of it.

Deployment coverage was dominated by a very united cohort of Tesla influencers and Elon Musk Superfans, many of which openly support the vision of the CEO. Journalists and technological bloggers who could have been more critical of technology were not only excluded, but also actively ridiculed and mocked by Tesla fans and some of their supporters for trying to ask basic questions about the service. In Austin and online, Tesla fans were inspired by Musk, who spent years discovering a culture of resentment towards the critical media.

One of the most eminent influencers, who goes through Zack on X, said he was Approached several times by a journalist from Reutersthat he quickly ignored. This post, which has more than 2,000 likes, has received support responses from other users – it has been written that publication and other inherited media “can go themselves”. Another said they would not follow any account This simply responded to media members.

“The best answer would be (would) add a prerequisite and ask them to go to a camera blanket apologizing for all lies and smear against Elon and Tesla first”, Tesla Insights account wrote. “It will silence them and make them think!”

This general feeling has repercussions on the parts of X and Youtube covering the most actively launch. Kim Java, an influencer from Tesla with 258,000 YouTube subscribers, published a comment To say that she had been contacted by several major media to talk about her experience but refused them so that she could “control (her) own story”.

The expression “We are the media now” appears several times in the publications and responses linked to the launch of Robotaxi. These so-called alternative media are now receiving the same access to camera, many of which criticize the publications inherited to engage.

The end result of this contradictory dynamic, say the experts The penisis a deployment that looks less like a transparent technological demo and more like a beta test – a amplified by live influencers that readily promote Tesla marketing equipment. A large part of this cover takes place in small echo rooms on X and Youtube belonging to muscles, where the receptive public has already decided to be the meaning of the Robotaxi. Professor of the University of Boston and Memes Author Joan Donovan says that the deployment so far this week has been an example of a manual of what she calls “business propaganda”.

“The big push around the Robotaxy is explicitly on the recovery of Tesla’s reputation,” explains Donovan. “He has a little echo chamber effect.”

Ed Niedermeyer, author of Ludidrous: Tesla Motors’ without eyeshadowrobotaxi Store hard in the middle of the road when you pass a police cruiserEchoes this feeling and compares influencers to a “Greek refrain” who works collectively to strengthen the perception of Robotaxi. Part of this narrative building seemed to be in progress on the popular Reddit Forum R / Self-Drivingcars. A user Publish at the end of last week Affirmed that the forum was “flooded with propaganda and disinformation of the apologists of Tesla”, after the launch of Robotaxi. Niedermeyer says he previously observed an employee of Tesla moderating the R / Tesla forum.

“They know what their work is and Tesla knows how to use them,” explains Niedermeyer The penis. Donovan and Niedermeyer are frank reviews of Tesla. Both played active roles in the Tesla Takedown Events have been organized throughout the country earlier this year. Needless to say, they are not in the “superfront” club.

Tesla did not respond to our request for comments. The penis also handed over several of the influencers mentioned above but has not heard.

The bizarre Robotaxi event led by the influencer of this week is the culmination of an evolution of several years by Tesla to subtly cultivate its favorite media while simultaneously put the sidelines of traditional journalistic outlets. Tesla has a long and bitter story of antagonism with the press. Business Unofficially dissolved his public relations team in 2020 And has since supported journalists’ questions about its products and technological battery. Since the acquisition of Twitter in 2022, Elon Musk has further tilted the playground periodically Prohibit criticism of him and his businesses.

At the same time, Tesla built a faithful fans base, which Donovan compares to the first lovers of Apple – eager to call media criticism as biased against Musk and society. At first, a large part of this support was organic. The company attracted a devoted audience of technologists, their own energy defenders and entrepreneurs attracted by its desire to make large oscillations to difficult problems.

But as Niedermemeyer notes, part of this enthusiasm has decreased in recent years, partly due to a series of disappointing demos – like the dull of last year “Us robotThe event, which has raised new doubts about the company’s ability to keep its most ambitious promises around autonomy. Those who remain tend to be faithful and often openly aligned with the success of Tesla.

Stimulate the image of Tesla online has its advantages. Many in the community share personalized Reference codeswhich can be bought against rewards ranging from a few additional compressor miles to discounts on a new car purchase. (Some owners of Tesla alleged that they were suddenly withdrawn from the program After having published critical content of the company.)

Faithful supporters in Tesla’s online ranks can also have access to exclusive events, as it seems to have been the case with the launch of Robotaxi. Those who have actions in the company, known as Niedermeyer, have an even more direct incentive to ensure that Tesla is seen in a favorable light.

“The product is so dope that they do not need a public relations department,” said the creator of YouTube and Tesla fan, Galileo Russell Interview with CNN Business. “I got involved with Tesla to make sure that the company has succeeded.”

Operating in an echo room can only work so long. Finally, if Musk’s vision of millions of autonomous teslas zooming in the streets of the city must be carried out, the company will have to open its doors to the wider public – including its detractors. That the risks expose more business errors, that even influencers are I already find it difficult to repel.

“They know what their work is,” says Niedermeyer, “and Tesla knows how to use them.”