Empowered or Constrained in Platform Governance? An Analysis of Twitter Users’ Responses to Elon Musk’s Takeover

Abstract

Centering on social media’s public- and profit-oriented nature, this study theorizes how social media users are empowered and constrained when participating in platform governance through user-initiated expressions on platforms. The empirical analysis focuses on user responses before and after Elon Musk’s official acquisition of Twitter, utilizing cluster analysis and topic modeling to examine the volume and content of related discourses among different Twitter user groups. Our results point to user constraint in platform governance. Although a diverse set of users, such as partisans, bots, and cryptocurrency enthusiasts, spoke up, they had diverging and sometimes conflicting objectives; and partisans dominated the conversations. There was an upsurge in user volume and activity level post-acquisition among liberal users, whose critical voices on platform governance might have bolstered platform business. Potential bots also increased in volume and amplified political topics. Our findings shed light on the challenges of user-driven platform governance, underscoring the complex interplay between platform users, economy, and governance.