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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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Labubu maker Pop Mart is opening U.S. headquarters in Culver City

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Labubu maker Pop Mart is opening U.S. headquarters in Culver City

Pop Mart, the Chinese toymaker known for its collectible Labubu dolls, reportedly plans to open a new office building in Culver City as it seeks to expand its North American presence.

The 22,000-square-foot office will serve as Pop Mart’s new U.S. headquarters, according to real estate data provider CoStar, which earlier reported the deal.

Pop Mart, founded in 2010 in Beijing, is credited with fueling the frenzy over “blind boxes” — small, collectible toys sold in packaging that keeps the exact figure inside a surprise until it is unsealed.

The toymaker, which is publicly traded on the Hong Kong Stock Exchange, has nearly 600 physical stores across 18 countries, according to its September 2025 half-year financial report.

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Much of its recent growth has concentrated in the U.S. In the first half of last year, the company opened 40 new stores, including 19 in the Americas. In Southern California, it now has stores in Westfield Century City, Glendale Galleria, and Westfield UTC Mall in La Jolla.

The office building Pop Mart is moving into, named “Slash,” features leaning glass windows and a distinguishable jagged design. The 1999 building was designed by the Los Angeles architect Eric Owen Moss.

Pop Mart’s decision to root itself in L.A.’s Westside comes amid Culver City’s transformation from a sleepy suburb known for being the home to Sony Pictures Studios — to an urban hub, driven, in part, by the Expo Line station that opened in 2012.

Ikea recently announced plans to open a 40,000-square-foot store in Culver City’s historic Helms Bakery complex — its first in L.A.’s Westside — later this spring.

Big tech has played an important role in Culver City’s recent evolution. Recent additions include Apple, which has opened a studio and has been building a larger office campus; Amazon, which in 2022 unveiled a massive virtual production stage, and Tiktok, which in 2020 opened a five-floor office featuring a content creation studio. Pinterest has a new office in Culver City as of last month, according to the company’s LinkedIn account.

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After Warner Bros. merger, changes are coming to the historic Paramount lot. Here’s what to expect

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After Warner Bros. merger, changes are coming to the historic Paramount lot. Here’s what to expect

With Paramount Skydance’s acquisition of Warner Bros. expected to saddle the combined company with $79 billion in debt, Paramount executives are looking to do away with redundant assets including real estate — and there is a lot of that.

Chief in the public’s imagination are their historic studios in Burbank and Hollywood, where legendary films and television show have been made for generations and continue to operate year-round.

“Both of these studios are in the core [30-mile zone,] the inner circle of where Hollywood talent wants to be,” entertainment property broker Nicole Mihalka of CBRE said. “It’s very prime real estate.”

When Sony and Apollo were bidding for Paramount in early 2024, their plan was to sell the Paramount property, but there is no indication that Paramount would part with its namesake lot.

For now, Paramount’s plan is to keep both studios operating with each studio releasing about 15 films a year, but the goal is to eventually consolidate most of the studio operations around the Warner Bros. lot in Burbank in order to to eliminate redundancies with the Paramount lot on Melrose Avenue, people close to Chief Executive David Ellison said.

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A view of the Warner Bros. Studios water tower Feb. 23, 2026, in Burbank.

(Eric Thayer / Los Angeles Times)

Paramount would not look to raze its celebrated studio lot — the oldest operating film studio in Los Angeles — because of various restrictions on historic buildings there. Paramount also has a relatively new post-production facility on site and will likely need to the studio space.

Instead, the plan would be to lease out space for film productions, including those from combined Paramount-HBO streaming operations. Ellison also is considering plans to develop other parts of the 65-acre site for possible retail use, as well as renting space for commercial offices.

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The studios’ combined property holdings are vast, and real estate data provider CoStar estimates they have about 12 million square feet of overlapping uses, including their studio campuses, offices and long-term leases in such film centers as Burbank, Hollywood and New York.

Century-old Paramount Pictures Studios is awash in Hollywood history — think Gloria Swanson as Norma Desmond desperately trying to enter its famous gate in “Sunset Boulevard,” and other classics such as “The Godfather,” “Titanic” and “Breakfast at Tiffany’s.”

The lot, however, is a congested warren of stages, offices, trailers and support facilities such as woodworking mills that date to the early 20th century. The layout is byzantine in part because Paramount bought the former rival RKO studio lot from Desilu Productions to create the lot known today.

Warner Bros. occupies 11 million square feet and owns 14 properties totaling 9.5 million square feet, largely in the United States and United Kingdom, CoStar said. About 3 million square feet of that commercial property is in the Los Angeles area.

The firm’s portfolio also includes the sprawling Warner Bros. Studios Leavesden complex in the U.K. and Turner Broadcasting System headquarters in Atlanta.

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Paramount Skydance occupies 8 million square feet and owns 14 properties totaling 2.1 million square feet, according to CoStar. In addition to its Hollywood campus, Paramount’s holdings include prominent buildings in New York such as the Ed Sullivan Theater and CBS Broadcast Center.

Warner Bros. operates a 3-million-square-foot lot in Burbank with more than 30 soundstages — along with space for building sets and backlot areas — where famous movies including “Casablanca” and television shows such as “Friends” were filmed. Paramount’s 1.2-million-square-foot Melrose campus anchors a broader network of owned and leased production space, CoStar said.

Paramount’s lot is already cleared for more development. More than a decade ago, Paramount secured city approval to add 1.4 million square feet to its headquarters and some adjacent properties owned by the company.

The redevelopment plan, valued at $700 million in 2016, underwent years of environmental review and public outreach with neighbors and local business owners.

The plan would allow for construction of up to 1.9 million square feet of new stage, production office, support, office, and retail uses, and the removal of up to 537,600 square feet of existing stage, production office, support, office, and retail uses, for a net increase of nearly 1.4 million square feet.

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The proposal preserves elements of the past by focusing future development on specific portions of the lot along Melrose and limited areas in the production core, architecture firm Rios said.

The Warner Bros. and Paramount lots “are two of the most prime pieces of real estate in the country,” Mihalka said. “These are legacy assets with a lot of potential to be [tourist] attractions in addition to working studios.”

Hollywood is still reeling from previous mergers, in addition to a sharp pullback in film and television production locally as filmmakers chase tax credits offered overseas and in other states, including New York and New Jersey.

Last year, lawmakers boosted the annual amount allocated to the state’s film and TV tax credit program and expanded the criteria for eligible projects in an attempt to lure production back to California. So far, more than 100 film and TV projects have been awarded tax credits under the revamped program.

The benefits have been slow to materialize, but Mihalka predicts that the tax credits and desirability of working close to home will lead to more studio use in the Los Angeles area, including at Warner Bros. and Paramount.

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“These are such prime locations that we’ll see show runners and talent push back on having shows located out of state and insist on being here,” she said. “I think you’re going to see more positive movement here.”

Times staff writer Meg James contributed to this report.

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How our AI bots are ignoring their programming and giving hackers superpowers

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How our AI bots are ignoring their programming and giving hackers superpowers

Welcome to the age of AI hacking, in which the right prompts make amateurs into master hackers.

A group of cybercriminals recently used off-the-shelf artificial intelligence chatbots to steal data on nearly 200 million taxpayers. The bots provided the code and ready-to-execute plans to bypass firewalls.

Although they were explicitly programmed to refuse to help hackers, the bots were duped into abetting the cybercrime.

According to a recent report from Israeli cybersecurity firm Gambit Security, hackers last month used Claude, the chatbot from Anthropic, to steal 150 gigabytes of data from Mexican government agencies.

Claude initially refused to cooperate with the hacking attempts and even denied requests to cover the hackers’ digital tracks, the experts who discovered the breach said. The group pummelled the bot with more than 1,000 prompts to bypass the safeguards and convince Claude they were allowed to test the system for vulnerabilities.

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AI companies have been trying to create unbreakable chains on their AI models to restrain them from helping do things such as generating child sexual content or aiding in sourcing and creating weapons. They hire entire teams to try to break their own chatbots before someone else does.

But in this case, hackers continuously prompted Claude in creative ways and were able to “jailbreak” the chatbot to assist them. When they encountered problems with Claude, the hackers used OpenAI’s ChatGPT for data analysis and to learn which credentials were required to move through the system undetected.

The group used AI to find and exploit vulnerabilities, bypass defences, create backdoors and analyze data along the way to gain control of the systems before they stole 195 million identities from nine Mexican government systems, including tax records, vehicle registration as well as birth and property details.

AI “doesn’t sleep,” Curtis Simpson, chief executive of Gambit Security, said in a blog post. “It collapses the cost of sophistication to near zero.”

“No amount of prevention investment would have made this attack impossible,” he said.

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Anthropic did not respond to a request for comment. It told Bloomberg that it had banned the accounts involved and disrupted their activity after an investigation.

OpenAI said it is aware of the attack campaign carried out using Anthropic’s models against the Mexican government agencies.

“We also identified other attempts by the adversary to use our models for activities that violate our usage policies; our models refused to comply with these attempts,” an OpenAI spokesperson said in a statement. “We have banned the accounts used by this adversary and value the outreach from Gambit Security.”

Instances of generative AI-assisted hacking are on the rise, and the threat of cyberattacks from bots acting on their own is no longer science fiction. With AI doing their bidding, novices can cause damage in moments, while experienced hackers can launch many more sophisticated attacks with much less effort.

Earlier this year, Amazon discovered that a low-skilled hacker used commercially available AI to breach 600 firewalls. Another took control of thousands of DJI robot vacuums with help from Claude, and was able to access live video feed, audio and floor plans of strangers.

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“The kinds of things we’re seeing today are only the early signs of the kinds of things that AIs will be able to do in a few years,” said Nikola Jurkovic, an expert working on reducing risks from advanced AI. “So we need to urgently prepare.”

Late last year, Anthropic warned that society has reached an “inflection point” in AI use in cybersecurity after disrupting what the company said was a Chinese state-sponsored espionage campaign that used Claude to infiltrate 30 global targets, including financial institutions and government agencies.

Generative AI also has been used to extort companies, create realistic online profiles by North Korean operatives to secure jobs in U.S. Fortune 500 companies, run romance scams and operate a network of Russian propaganda accounts.

Over the last few years, AI models have gone from being able to manage tasks lasting only a few seconds to today’s AI agents working autonomously for many hours. AI’s capability to complete long tasks is doubling every seven months.

“We just don’t actually know what is the upper limit of AI’s capability, because no one’s made benchmarks that are difficult enough so the AI can’t do them,” said Jurkovic, who works at METR, a nonprofit that measures AI system capabilities to cause catastrophic harm to society.

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So far, the most common use of AI for hacking has been social engineering. Large language models are used to write convincing emails to dupe people out of their money, causing an eight-fold increase in complaints from older Americans as they lost $4.9 billion in online fraud in 2025.

“The messages used to elicit a click from the target can now be generated on a per-user basis more efficiently and with fewer tell-tale signs of phishing,” such as grammatical and spelling errors, said Cliff Neuman, an associate professor of computer science at USC.

AI companies have been responding using AI to detect attacks, audit code and patch vulnerabilities.

“Ultimately, the big imbalance stems from the need of the good-actors to be secure all the time, and of the bad-actors to be right only once,” Neuman said.

The stakes around AI are rising as it infiltrates every aspect of the economy. Many are concerned that there is insufficient understanding of how to ensure it cannot be misused by bad actors or nudged to go rogue.

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Even those at the top of the industry have warned users about the potential misuse of AI.

Dario Amodei, the CEO of Anthropic, has long advocated that the AI systems being built are unpredictable and difficult to control. These AIs have shown behaviors as varied as deception and blackmail, to scheming and cheating by hacking software.

Still, major AI companies — OpenAI, Anthropic, xAI, and Google — signed contracts with the U.S. government to use their AIs in military operations.

This last week, the Pentagon directed federal agencies to phase out Claude after the company refused to back down on its demand that it wouldn’t allow its AI to be used for mass domestic surveillance and fully autonomous weapons.

“The AI systems of today are nowhere near reliable enough to make fully autonomous weapons,” Amodei told CBS News.

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