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How Elon Musk Uses Internet Slang to Marshal His Army of Online Fans

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How Elon Musk Uses Internet Slang to Marshal His Army of Online Fans

In 2010, a woman in Sakura, Japan, posted photos of her well-manicured Shiba Inu to her digital journal. The dog, Kabosu, shot her owner a wide-eyed glance, a comic image that quickly jumped from Tumblr to Twitter to Facebook and to the rest of the internet.

A meme legend was born. Someone on Reddit called the dog “DOGE,” a nonsensical nickname that stuck. Another minted a cryptocurrency in DOGE’s name.

Now, 15 years later, in the fast churn of internet culture, DOGE is considered very old. But try telling that to Elon Musk, who has co-opted “DOGE” for the name of his effort to gut the machinery of the federal government — more formally, the Department of Government Efficiency.

It is one of dozens of old-internet ephemera that are baked into his everyday vocabulary. A brief scroll through Mr. Musk’s X feed reveals a menagerie of aging memes and lingo — dad jokes for the very online. They include:

  • Frequent references to “420,” a half-century-old slang term for smoking marijuana said to have started in a high school in Northern California. (After smoking what looked like a blunt live on the Joe Rogan podcast, Mr. Musk briefly changed his Twitter bio to “420.”)

  • Regularly including the number “69,” a slang term for a sex act that has been around since at least the Kama Sutra. (Mr. Musk, who is 53 years old, is quick to point out that his birthday falls 69 days after 4/20.)

  • Calling things that he supports “epic” or “based.” These are adjectives favored by frequent users of Reddit and popularized by fans of Joss Whedon, a director who created the “Buffy the Vampire Slayer” television series in the late 1990s and went on to direct two of the Avengers movies. (Mr. Musk has said he wants to create “based” artificial intelligence with his chatbot, Grok, and recently told Tesla investors he expected an “epic” 2026 ahead for the company.)

Mr. Musk’s slang may seem inscrutable to people who aren’t steeped in online culture. But to his fans, Mr. Musk’s dated sensibilities are a kind of internet comfort food — and a nod to a shared, aggrieved worldview.

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Mr. Musk’s posts are full of the language of warfare and conquest portrayed in video games. That loaded language is a rallying cry for gamers and others from Mr. Musk’s very online world who — if they have a common political ideology — see in him someone who shares their skepticism of authority and their belief that America has gone too “woke.” To them, Mr. Musk’s online updates about what DOGE is up to come across as far more honest than a press release or news conference or — worst of all — something they read in the mainstream media. (It’s a strategy that recalls Donald Trump’s use of Twitter to signal authenticity during his first administration.)

“We’re living in the revenge of the nerds era,” Hasan Piker, a popular, politically progressive online personality who is not a fan of Mr. Musk, said in an interview. “This is the real, actual revenge of the nerds.”

Mr. Musk did not respond to a request for comment.

Every photo of Mr. Musk wielding a chain saw while wearing “deal with it” sunglasses indoors (another meme) represents a triumph of the nerd culture he has long identified with. On Wednesday, he attended the first meeting of President Trump’s new cabinet wearing a T-shirt that said “Tech Support.”

His fans speak back to him in his language. They send suggestions on how DOGE can fix the government by dismantling entire sections of it, often coded in the language of images typically found on Reddit. (Wojak, a crudely drawn character popularized on the message board 4chan, is a perennial favorite.)

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Mr. Musk prods his more than 200 million X followers for help with decisions in online polls. And he listens. The conversation becomes a feedback loop of insider jokes for the billionaire, who once hosted “Saturday Night Live” and prides himself on his sense of humor. (Mr. Musk sometimes overestimates his popularity in the comedy world. Once he joined the comedian Dave Chappelle on a stage in San Francisco. He was booed.)

“Anyone can find their own community, even if it’s a community frozen in 2010,” Brian Feldman, an internet culture writer who has long followed Mr. Musk’s exploits, said in an interview.

But to those steeped in modern internet culture, Mr. Musk’s communication style is far from on trend. That is especially so when even current terms like “no cap” (translation: no lie) or “lowkey fell off” (waned in popularity or relevance) are already showing their age. As with recent questions about Mr. Musk’s claims of superior video game skills, they see cracks in his supernerd facade.

“More than people would like to admit, they often become trapped in the internet they first encounter,” Mr. Feldman said.

Last week, Mr. Musk appeared at a conservative political conference wearing dark sunglasses, a big gold chain and a T-shirt that said he was “not procrastinating” but instead working on “side quests” (a common practice in sprawling role-playing games). He played off the quote from the Hindu scripture Bhagavad Gita that Robert Oppenheimer said was going through his mind as he tested the first atomic bomb: Now, I am become Death. The destroyer of worlds.

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“I am become meme,” Mr. Musk said to a mostly mute crowd. “There’s living the dream and there’s living the meme, and that’s pretty much what’s happening.”

Even some of his most fervent followers on X recoiled. “Elon Musk fell off lowkey,” one user wrote.

Mr. Musk’s online vocabulary is a reminder of 2010, when nerd culture was ascendant. Reddit was a meme factory for favorites like Lolcats and icanhazcheeseburger. Gamers gathered in web forums or on online role playing games to hang out and fight through digital dungeons.

This was also the beginning of Mr. Musk’s metamorphosis from mere billionaire to internet celebrity. That year, he appeared as himself in the second “Iron Man” film. His online fans ate it up.

All of this also coincided with the rise of Web 2.0, a more social version of the internet. Twitter — long before Mr. Musk bought it and renamed it — was a town square. Facebook moved beyond likes and status updates with “Groups,” a feature that allowed people to form their own smaller communities. The chat forum 4chan was full of anonymous, often angry online trolls who bonded over vulgar behavior.

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While online groups had existed for years, the newer social networks were more tightly knit and rewarded the behavior that Mr. Musk often displays today. The right kind of posts could pick up steam and shoot across the internet.

Provocateurs moved beyond small-scale trolling to aggressive mass movements, such as Gamergate, a targeted harassment campaign against a female game designer by video game players who claimed she represented a lack of ethics in games journalism. It morphed into a social movement that fought diversity, feminism and what gamers saw as overly progressive values in film, television, literature and the video game industry — a viewpoint that Mr. Musk shares.

Gamergate also signaled that digital demonstrations could, for better or worse, lead to real-world change.

Mr. Musk’s tweeting style changed from anodyne company updates to more overt trolling. In 2018, he tweeted that he had secured a buyout offer for Tesla for a stock price of $420. Once, when a competing car company tried undercutting him on price, Mr. Musk said that he would drop the cost of his Tesla Model X to $69,420.

“The gauntlet has been thrown down!” he proclaimed on Twitter. “The prophecy has been fulfilled.”

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Unlike other tech billionaires, who seemed to live lives far removed from regular internet folk and became less online the richer they got, Mr. Musk was making himself relatable with memes, absurdity and relentless posting. And parts of the online world embraced him.

“Many people find him off-putting, I think,” said coldhealing, a pseudonymous cultural commentator who regularly follows Mr. Musk and other social movements online, in an interview. “But there are many people who he resonates with, and even though I think it’s 10 percent of the population max, it’s an influential 10 percent.”

Mr. Musk’s online life became even more bombastic after the Covid pandemic began in 2020. He attacked Tesla short-sellers and California state officials who wouldn’t let him reopen a Tesla factory. In 2023, he even live-tweeted photos of himself driving to Mark Zuckerberg’s house, threatening to wrestle the chief executive of Facebook. (They were, at the time, in the throes of organizing a real fighting match between them. It never happened.)

He posted himself playing Elden Ring, Path of Exile and other video games like Diablo IV. One of the world’s wealthiest men was telling gamers that he was one of them.

Mark Kern, a former video game executive at Blizzard, wrote in a post to X last week that people should not mess with gamers. “We’re forged by endless boss battles against impossible odds. We do not give up. We do not stop. We are the terminators of the culture war.”

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“Yes,” Mr. Musk wrote, quoting the post.

Conservatives who don’t spend a lot of time online have also embraced the image of Mr. Musk taking a chain saw to what they see as a bloated federal government, even if many of them aren’t exactly sure what he’s trying to say or when they’re supposed to laugh.

“It’s validation from people who have no idea what he’s saying, but still think he’s speaking this expert language,” said Mr. Feldman, the internet culture writer.

But Mr. Musk may be finding his online limits. It was difficult for some of his followers to shake off last week’s stage appearance at the Conservative Political Action Conference, which reminded them that it is hard to stay cool when you are, in fact, not very young. (Kabosu did not live to see the meme she inspired enter American political life. The 18-year-old Shiba Inu died last year.)

“Anyone else feel the vibe-shift in tpot/tech?” one X user wrote, referring to an online community called “This Part of Twitter,” which is largely composed of tech workers who have historically warmed to Mr. Musk. In other words, Mr. Musk was starting to look a little out of touch and increasingly unpopular.

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Nonetheless, Mr. Musk seems to be doubling down. His posting to X has increased in recent weeks, some days numbering in the hundreds. And he is still being validated by his fans.

On Thursday, Mr. Musk posted another meme to his X account — one of dozens of posts he had made that morning. In it was a photo of Mel Gibson as Mad Max in “The Road Warrior,” the early-1980s action thriller about a shotgun-toting nomad navigating a postapocalyptic world. In bold lettering, the meme said: “Ladies, it’s time to start thinking whether the guy you’re dating has postapocalyptic warlord potential.” (Film buffs may note that Max’s wife and son were killed by a biker gang in the first “Mad Max” film.)

One follower replied with a photo of a man wearing a Trojan helmet and body armor with an assault rifle in one hand and a spear in the other. It was one of more than 7,000 replies.

“Yup,” the follower said, adding a fire emoji.

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California’s gas prices push Uber and Lyft drivers off the road

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California’s gas prices push Uber and Lyft drivers off the road

The highest gas prices in the country are making it tougher for some gig drivers to make a living.

Gas prices have shot up amid the war in the Middle East. On average, California gas prices are the most expensive in the United States, according to data from the American Automobile Assn. The average price of regular gas in California is almost $6. The national average is a little above $4.

While Uber and Lyft drivers have concocted clever ways to cut gas consumption, they say that without some relief they will be forced to leave the ride-hailing business.

John Mejia was already struggling to make money as a part-time Lyft driver when soaring gas prices made his side hustle even harder.

“Unfortunately, it’s the economics of paying less to drivers and gas prices,” he said. “It actually is pulling people out of the business.”

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Guests at The Westin St. Francis hotel get into an Uber.

(Jess Lynn Goss / For The Times)

Gig work offers drivers the freedom to work for themselves and more flexibility, but being independent contractors also means they must shoulder unexpected costs.

Ride-sharing companies say they’re trying to help, but drivers say the gas relief comes with caveats. For now, drivers say they’re being pickier about what rides they accept, cutting hours and are looking at other ways to make money.

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Mejia, who started driving for Lyft more than a decade ago, said in his early days, he would sometimes make $400 in three hours. Now it takes 12 hours to rake in $200.

The San Francisco Bay Area consultant is an active member of the California Gig Workers Union, so he knows he isn’t alone. California has more than 800,000 gig rideshare drivers, according to the group, which is affiliated with the Service Employees International Union.

On social media sites such as Reddit and Facebook, gig workers have posted about how the higher gas prices are eating into their earnings. Among the tricks they are suggesting: reducing the number of times the ignition is turned on or off, avoiding traffic, working in specific neighborhoods and at times with high demand and switching to electric vehicles.

Gig drivers usually have only seconds to decide whether to accept a ride on the app, but they have become more strategic about which rides and deliveries they accept.

That means they are more likely to sit back in their cars and wait for higher fares for quick pick-up and drop-off.

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“I highly recommend the ‘decline and recline’ strategy, rejecting unprofitable rides until a better one appears,” wrote Sergio Avedian, a driver, in the popular blog the Rideshare Guy.

Pedestrians cross the street in front of a Lyft and Uber driver.

Pedestrians cross the street in front of a Lyft and Uber driver on Wednesday. High gas prices have made it hard for gig drivers to make a living, cutting into their profits.

(Jess Lynn Goss / For The Times)

Uber, Lyft and other companies have unveiled several ways to help drivers save on gas.

Uber said drivers can get up to 15% cash back through May 26 with the Uber Pro card, a business debit Mastercard for drivers and couriers. Based on a worker’s tier, they can get up to $1 off per gallon of gas through Upside — an app that offers cash rewards — and up to 21 cents off per gallon of gas with Shell Fuel Rewards. The company also offers incentives for drivers who want to switch to electric vehicles.

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“We know the price of gas is top of mind for many rideshare and delivery drivers across the country right now,” Uber said in a blog post about its gas savings efforts.

Lyft also said it’s expanding gas relief through May 26 because the company knows that the extra cost “hits hardest for drivers who depend on driving for their income.”

The company is offering more cash back, depending on the driver’s tier, for drivers who use a Lyft Direct business debit card to pay for gas at eligible gas stations. They can get an additional 14 cents per gallon off through Upside.

Drivers say the fine print on the offers dictates which card they use and where they fill up gas, making it difficult for them to save money.

“If I do the math, it’s ridiculous,” Mejia said. “They’re offering us nothing.”

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Uber declined to comment, but pointed to its blog post about the gas relief efforts. Lyft also referenced the blog post and said “the gas savings were structured through rewards to maximize stackable opportunities.”

Guests at The Westin St. Francis hotel get into an Uber.

Guests at The Westin St. Francis hotel get into an Uber.

(Jess Lynn Goss / For The Times)

Gig workers have struggled with rising gas prices in the past.

In 2022, Lyft and Uber temporarily added a surcharge to their fares amid record-high gas prices following Russia’s invasion of Ukraine. This year, Uber is adding a fuel charge to its fares in Australia for roughly two months to offset the high cost of gas for drivers. Lyft said it hasn’t added a fuel charge in the U.S. or elsewhere.

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Margarita Penalosa, who drives full time for Uber and Lyft in Los Angeles, started as a rideshare driver in 2017. Back then, gas was cheaper. She would easily hit her goal of making $300 in eight hours. Now she’s making just $250 after working as much as 14 hours.

Gas prices, she said, used to be less than $3 per gallon. Now some gas stations are charging more than $8 per gallon.

“Take out the gas. Take out the mileage from my car and maintenance. How much [do] I really make? Probably I get $11 for an hour,” she said.

Jonathan Tipton Meyers wants to spend fewer hours as a rideshare driver.

He already juggles multiple gigs even while driving for Uber and Lyft in Los Angeles. He’s a mobile notary and loan signing agent, a writer and performer.

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Driving is “a very challenging, full-time job,” he said. “It’s very taxing and, of course, wages were just continually decreasing.”

A man stands for a portrait in a white button up shirt

John Mejia, a longtime Lyft and Uber driver, poses for a portrait before attending a meeting about unionizing gig drivers.

(Jess Lynn Goss / For The Times)

Even if oil continues to flow through the Strait of Hormuz, which Iran reopened Friday, it could take a while for gas prices to come down to earth, said Mark Zandi, the chief economist at Moody’s Analytics.

“There’s an old adage that prices rise like a rocket and fall like a feather,” he said. “I think that’ll apply.”

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In the meantime, it will be survival of the fittest drivers. If enough of them decide to leave the apps, the ride-hailing companies could be forced to raise fares further to attract some back.

“Those who approach rideshare driving strategically, tracking expenses, choosing trips carefully, and optimizing efficiency are far more likely to weather periods of high gas prices,” wrote Avedian in the Rideshare Guy blog. “For everyone else, a spike at the pump can quickly turn rideshare driving from a side hustle into a money-losing venture.”

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‘We’ve lost our way’: Clifton’s operator gives up on downtown Los Angeles

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‘We’ve lost our way’: Clifton’s operator gives up on downtown Los Angeles

The proprietor of Los Angeles’ legendary Clifton’s has given up on reopening the shuttered venue.

It’s just too difficult to do business in downtown’s historic core, he says.

Andrew Meieran bought Clifton’s on Broadway in 2010 and poured more than $14 million into repairs, renovations and upgrades, adding additional bar and restaurant spaces in the four-story building. In 2018, he found that demand for cafeteria food was too low to be profitable, and he pivoted to a nightclub and lounge concept called Clifton’s Republic, featuring multiple dining and drinking venues. Meieran has tried elaborate themed environments, such as a tiki bar and forest playgrounds, and renting out the location for big events to spark more interest.

It was never easy, but during and since the pandemic, the neighborhood has grown increasingly unsafe as downtown has emptied of office workers and visitors.

Storefronts are gated up due to vandalism in the historic district in downtown Los Angeles on Tuesday.

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(Eric Thayer / Los Angeles Times)

The alley behind Clifton's Cafeteria in the downtown historic district Tuesday.

The alley behind Clifton’s Cafeteria in the downtown historic district Tuesday.

(Eric Thayer / Los Angeles Times)

Vandalism has been rampant, with graffiti appearing on the historic structure almost daily. Vandals would use acid or diamond glass cutters to deface the windows, often cracking the glass. It would cost Meieran more than $30,000 each time to replace the windows. Insurance companies either stopped offering policies that covered vandalism or raised premiums by as much as 600%, he said.

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There has been continuous crime in the area, he said, including multiple assaults on people in front of his building. He last shut the venue last year, hoping things would improve and he could come back with a business that could work. Now he has given up. Someone else may take over the space or even the name of the historic spot, but he is done trying.

“We’ve lost our way,” Meieran said. “I want to get up on the tops of the skyscrapers and yell that people need to pay attention to this.”

The disenchantment of a business leader who used to be one of downtown L.A.’s biggest backers shines a spotlight on the stubborn safety concerns, rising costs and thinner foot traffic that have made it increasingly difficult for even iconic businesses to survive.

The once-popular institution dates back to 1935, when it was a Depression-era cafeteria and kitschy oasis that sold as many as 15,000 meals a day when Broadway was the city’s entertainment hub.

It served traditional cafeteria food such as pot roast, mashed potatoes and Jell-O in a woodsy grotto among fake redwood trees and a stone-wrapped waterfall reminiscent of Brookdale Lodge in Northern California.

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It’s not the only once-prominent destination that has failed to find a way to flourish in today’s market. Cole’s, one of L.A.’s most famous restaurants and often credited with inventing the French dip sandwich, closed last month after a 118-year run.

“The bigger problem for us and the rest of the industry is the high cost of doing business,” said Cedd Moses, who used to operate Cole’s and has backed many other bars and restaurants in historic buildings downtown for decades. “That’s what is killing independent restaurants in this city.”

Outside of Clifton's Cafeteria.

Outside of Clifton’s Cafeteria.

(Eric Thayer / Los Angeles Times)

Clifton's Republic owner Andrew Meieran stands next to a boat on the top floor of the historic restaurant in 2024.

Clifton’s Republic owner Andrew Meieran stands next to a boat on the top floor of the historic restaurant in 2024.

(Wally Skalij / Los Angeles Times)

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Clifton’s opened and closed repeatedly during the pandemic and, more recently, after a burst pipe caused extensive damage. Meieran opened it for special events such as last Halloween, but it has otherwise been closed.

Police are woefully understaffed and hampered by public policy, said Blair Besten, president of downtown’s Historic Core Business Improvement District, a nonprofit that arranges graffiti removal, trash pickup and safety patrols in the area.

Businesses and residents in the area would like to see a bigger police presence, but there have been protests against that by people who are not from downtown, she said.

“People are starting to see the fruits of the defunding movement,” she said. “It has not led us to a better place as a city.”

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The Los Angeles Police Department is making progress downtown, Captain Kelly Muniz said, with violent crime down more than 10% from last year.

“While we’re working very hard to solve crime, to prevent crime, there are still elements such as trash, open-air drug use, homelessness and graffiti,” she said. “We’re swinging in the right direction.”

Retailers have been opting out of downtown L.A., said real estate broker Derrick Moore of CBRE, who helps arrange commercial property leases. Brands have headed to more vibrant nearby neighborhoods such as Echo Park and Silver Lake.

“A lot of operators are just electing to skip over downtown,” he said. “They’re leasing spaces elsewhere, where they feel they have a greater chance at higher sales.”

A man walks past a pile of trash left on the street in the historic district.

A man walks past a pile of trash left on the street in the historic district.

(Eric Thayer / Los Angeles Times)

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While some businesses are struggling, many downtown residents say their perceptions of safety are improving and that the area is regaining some vibrancy.

“A lot of people live here. I think people forget that,” Besten said. “We’re all surviving. It’s just hard for all the businesses to survive.”

A green shoot for the Historic Core is Art Night on the first Thursday of every month, when 50 or 60 locations, including permanent art galleries and pop-up galleries in unused storefronts, display art to map-toting visitors who come for the occasion.

They often end up in Spring Street bars, which more typically thrive on weekend nights but are still a draw to downtown.

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“I think nightlife will thrive downtown, since bars attract people that don’t mind a little grittier atmosphere,” said Moses. “Our sales are hitting new records at our bars downtown, fortunately, but our costs have risen dramatically.”

A closed sign for Clifton's Cafeteria.

A closed sign for Clifton’s Cafeteria.

(Eric Thayer / Los Angeles Times)

Clifton’s former backer, Meieran, says he doesn’t think things are going to bounce back enough to warrant more massive investment. He has sold the building, and the owner is looking for a new tenant to occupy Clifton’s space. He still controls the Clifton’s name.

While there is still a chance he could let someone else use the name Clifton’s, Meieran is done for now — too many bad memories.

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“There was a guy who was terrorizing the front of Clifton’s because he decided he wanted to live in the vestibule in front, and he didn’t want us to operate there,” Meieran said. “He would threaten to kill anybody who came through.”

He doesn’t believe official statistics that show crime and homelessness are way down in the area, and he doesn’t want to restart a business when criminals can so easily erase his hard work.

“What business that’s already on thin margins can survive that?” he said.

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If you shop at Trader Joe’s, it may owe you $100

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If you shop at Trader Joe’s, it may owe you 0

Trader Joe’s customers might soon get a payout from the popular grocery chain.

The Monrovia-based company agreed to a $7.4-million settlement in a class action lawsuit that claimed customers were left vulnerable to identity theft.

Customers who purchased items with a credit or debit card from March to July in 2019 might be eligible for a payment as part of the settlement.

The plaintiff alleged that some receipts printed in 2019 included 10-digit credit or debit card numbers —double what’s allowed under the Fair and Accurate Credit Transactions Act.

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Trader Joe’s “vigorously denies any and all liability or wrongdoing whatsoever,” the grocery chain said in the settlement website. The grocery chain decided to settle to avoid a long and costly litigation process.

The payout will go toward paying impacted customers as well as attorney fees and other expenses.

About $2.6 million will go toward attorney fees, and the plaintiff will receive a $10,000 incentive payment, according to the settlement. The remaining funds will be distributed evenly among customers who submit valid claims.

It’s unclear how much money each customer would get, but the payout could be about $102, according to the settlement notice.

To receive the payout, customers must have received a receipt displaying the first six and last four digits of the card number.

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Some customers identified as part of the settlement class have been notified and received a class ID number to file a claim.

Customers have from now until June 6 to file a claim online or by phone.

A customer not identified in the settlement can still submit a claim by entering the first six and last four digits of the card used, along with the date it was used at Trader Joe’s.

Brian Keim, the plaintiff who brought the case, used his debit card at stores in Florida in 2019. He said some stores printed transaction receipts that included the first six and last four digits of customers’ card numbers.

The receipts did not include other personal information, such as the middle digits of the users’ cards, the cards’ expiration dates, or the users’ addresses. No customer has reported identity theft as a result of the receipts since the lawsuit was filed, the grocer said.

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However, identity theft doesn’t require submitting a claim for payment.

The settlement was agreed upon by both the grocer and the plaintiff, but still has to be approved by a court. A hearing is set in August.

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