‘We are the media now’: why Tesla’s robotaxis were dominated by Elon Musk superfans
Over the years, Tesla has built part of its reputation on hosting big, bold events to generate authentic hype for upcoming releases. The robotaxi launch in Austin, Texas, last week wasn’t one of them.
Coverage of the rollout was dominated by a close-knit cohort of Tesla influencers and Elon Musk superfans, many of whom are openly supportive of the CEO’s vision. Journalists and tech bloggers who might have been more critical of the technology were not only excluded but also actively ridiculed and mocked by Tesla fans and some of their followers for attempting to ask basic questions about the service. In Austin and online, Tesla fans were taking a cue from Musk, who has spent years fomenting a culture of resentment toward critical media.
One of the more prominent influencers, who goes by Zack on X, claimed he was approached multiple times by a Reuters journalist, whom he promptly ignored. That post, which has over 2,000 likes, received supportive responses from other users – one wrote that the publication and other legacy media outlets “can go F themselves.” Another said they would unfollow any account that simply responded to members of the media.
“The …