Twitter Now Tougher With 'X': Does That Mean More Hard Core?

TV networks have changed their branding from time to time. But those moves always seem more gradual. 

After all, you don’t want to pursue new user growth at the expense of losing your core base.

Twitter is making a more radical move. The social-media platform known for its cute blue bird logo wants to be some sort of "hardcore" brand. 

It wants to call itself "X" -- a name that owner Elon Musk has been enamored with for some time. And it begins with eliminating that blue bird logo and replacing it with a tougher-looking “X” in its place. 

In TV parlance, it would be as if Warner Bros. Discovery’s Food Network were to change its name to the Digestive Fuel Channel. What about the Home and Garden Network (HGTV)? Maybe the Crib & Man Cave Network. Would that go over as well?



The allure of ‘X’ may partly be in it suggesting a racy, forbidden, and nonconformist environment.

Perhaps Musk should add a big question mark -- ‘X?’ --- just to keep his options open.

On the same day of this news from Musk, Linda Yaccarino, the new chief executive officer of Twitter, emailed a note to employees that the site will “continue to delight [emphasis added] our entire community” with more new content and applications stuff, content, as well as brand access. 

This would seem to be a rough association -- the idea of "delight" with the letter ‘X’. 

Maybe it’s a demographic thing for the future. Young-skewing, active social-media users can be typically more active on, say, Instagram, or Snap, or Discord.

Can Twitter or X still be that young-skewing media thing that is amazingly addictive?

Right now, Twitter has bigger problems: Sinking advertising revenue.

To lure back marketers, it is drastically cutting video ad prices for messaging that play next to a list of popular topics on the platform’s “Explore” page -- 50% off until July 31, in addition to further discount, according to a story in The Wall Street Journal.

Given Musk's tough talk on the business, you can see perhaps why the name Twitter, as well as the ubiquitous words “tweet” and “tweeting” does seem a little lightweight, frivolous to him and others in the age of controversial content, political silo-ing, and partisanship.

In that regard, critics say there is now more hard-core content on Twitter than ever before -- way more hate, racist and offensive speech. 

Is that the direction? Does X mark the spot?

2 comments about "Twitter Now Tougher With 'X': Does That Mean More Hard Core?".
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  1. Robert Rose from AIM Tell-A-Vision, July 27, 2023 at 11:42 p.m.

    Of course, Linda Y's gonna pretend to love it, she left a good gig to try to captain this sinking ship and has to try to put lipstick on what is becoming an uglier and uglier pig. But calling it a "delight" with a straight face? Given the toxic "hellscape" environment Twitter engenders with its fantasy of "an absolute free speech" "town square" allowing AI bots and Russian troll farms free access to sow discord, hate, and disinformation, I hope Miss Yacarino didn't burn her bridges at NBC. This Twitter / X thing is flailing spectacularly and causing a hell of a lot of real-world damage in the process. Why any advertiser would want to be associated with that environment is beyond me.  

  2. Kevin Koval from AccentHealth, July 29, 2023 at 10:13 a.m.

    Twitter is not a "digital townhall." Let's correct that fallacy from the start. Tweets of 132 characters, many just consisting of outrageous claims or lies with no real time moderator is not a legitimate forum or platform for real debate. Plus there are the political propagandists who just overwhelm Twitter with daily and some cases hourly lies that for the most point go unchallenged. Which skews and misrepresents information that the "common Twitter user" cannot break through the BS or is brain washed by the volume of mis-information. I for one find Yahoo News forum which allow back and forth discussion and debate on one issue much more engaging and beneficial. 

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