ROME (AP) — Hard-right commentators, politicians, and activists in Europe have discovered a potent strategy for expanding their influence: engaging with Elon Musk. This revelation has led to significant audience surges for those who manage to catch Musk’s attention on X, the platform formerly known as Twitter.
For example, a German politician from a party labeled extremist by her country's domestic intelligence agency saw her daily audience soar from 230,000 to 2.2 million on days when Musk interacted with her posts. This dramatic increase contributed to her party achieving its best-ever electoral performance.
In the UK, an anti-immigration activist, previously banned from Twitter and sentenced to 18 months in prison for contempt of court, experienced a similar boost following his reinstatement by Musk in late 2023. He has interacted with Musk over 120 times and gained nearly a million followers as a result.
Even an obscure social-media influencer from Cyprus, turned politician, benefited from Musk’s engagement, skyrocketing his audience from around 300,000 views to nearly 10 million after securing a surprise seat in the European Parliament, where he advocates for Musk. This interaction has become a hallmark of growing nationalism across Europe, aided by Musk's substantial influence on the platform he acquired for $44 billion.
Elon Musk may have lost some political standing in Washington, stepping down from his advisory role to former President Donald Trump in May and engaging in public feuds with him; however, his clout on X remains formidable. A recent Associated Press analysis indicated that Musk is now a kingmaker in global politics, particularly among hard-right politicians in Europe, raising concerns about foreign influence in European democracies.
“Every alarm bell needs to ring,” declared Christel Schaldemose, a vice president of the European Parliament who focuses on electoral interference and digital regulation. “We need to ensure that power is not unbalanced.”
The Associated Press examined over 20,000 posts from 11 far-right European figures across six countries who frequently promote hard-right agendas and have significantly interacted with Musk since he acquired Twitter. This analysis highlighted how his interactions could exponentially increase the reach and influence of these figures.
Engagement from Musk does not uniformly guarantee follower growth, but the AP found that it can dramatically enhance visibility and audience size. On days when Musk engaged with their posts, many accounts recorded viewership increases ranging from two to four times their usual numbers, with some enjoying boosts of 30 to 40 times.
While Musk's influence is significant, it is also complex. Many of the figures examined have encountered legal issues in their own countries. For instance, a UK anti-immigrant agitator was recently sentenced to 18 months for breaching a court order, while a German politician was convicted for using a Nazi slogan in a speech. Such legal troubles have not dampened their ambitions on X, where they seek to capitalize on Musk’s engagement for political gain.
The analysis showcased how Musk is fostering a transnational alliance dedicated to opposing migration and promoting a vision of absolute free speech. While his actions have been polarizing and have incited backlash in various European nations, they simultaneously threaten the foundations of U.S.-European relations established over the past eight decades.
Musk’s influence extends beyond social media; it shapes political recommendations, policy advocacy, and financial support for extremist figures. His interactions promote not only ideologically aligned individuals but also facilitate revenue generation through X's monetization options. Activists and commentators who accrue visibility on the platform can leverage this attention for financial gain through ad revenue and fundraising efforts.
For instance, Tommy Robinson, a British anti-immigration figure, saw his daily views more than double from around 380,000 to nearly 850,000 after interactions with Musk. Similarly, other users with links to controversial agendas experienced comparable increases in visibility and follower counts, demonstrating the profound impact of Musk's social media engagement.
Musk's interactions also culminated in endorsements and support for various political figures, such as Matteo Salvini, Italy's vice premier, whose visibility quadrupled with Musk's backing. The connection between these rising influencers and Musk suggests a strategic alliance enabling them to garner support for legislation and influence public opinion across Europe.
The phenomenon encapsulated within Musk's engagement reveals a significant shift in how social platforms function as catalysts for political growth and influence, emphasizing his role as a modern-day kingmaker in Europe’s complex political landscape. As this dynamic unfolds, the implications of foreign influence on domestic politics remain critical for ongoing discussions about digital regulation and the balance of power.
