In 2010, a woman in Sakura, Japan, shared photos of her Shiba Inu, Kabosu, online, which quickly became a viral meme known as “DOGE”. Fifteen years later, “DOGE” has been co-opted by Elon Musk for his effort to disrupt the government, showcasing Musk’s affinity for dated internet culture and memes. Musk’s online persona is filled with references to old slang terms like “420” and “69,” and outdated phrases like “epic” and “based.”
Many critics find Musk’s communication style out of touch, but his fans see it as a form of internet comfort food and a nod to their shared skepticism of authority. Musk’s online vocabulary is reminiscent of 2010, when nerd culture was thriving, and Reddit was a hub for memes and online communities. Musk rose to internet fame in the same era, and has since embraced memes, absurdity, and relentless posting to connect with his followers.
Despite some backlash at conservative events and among his followers, Musk continues to double down on his online presence, posting memes and interacting with his almost 200 million followers on X. His unique communication style, filled with references to video games and memes, has resonated with a select group of fans who see him as the “terminator of the culture war.” Musk’s online persona may not always be on trend, but it has successfully connected with a subset of internet users who appreciate his humor and authenticity in a digital world filled with slick PR campaigns.
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