Introduction 
Social media platforms have become integral to communicating, sharing information, and even shaping public opinion. Among these, Twitter has long been a cornerstone, serving as a global stage for everything from breaking news to social movements. However, the platform is undergoing a transformative phase under the new ownership of Elon Musk, who has rebranded it as X and introduced a range of new features and policies. This article explores how Musk's takeover has redefined Twitter, now known as X, and what these changes mean for various stakeholders.

Elon Musk: The Man Behind the Changes 
Elon Musk is a global phenomenon that rarely strays from the headlines, whether for his ventures in electric vehicles, space exploration, personal relationships, or social media. His influence extends beyond the companies he runs; it permeates the public sphere and even finds its way into popular culture, as evidenced by the latest biography by Walter Isaacson. Musk's acquisition of Twitter and subsequent transformation into X is another chapter in his highly publicised career. It's a move that has garnered significant attention because of Musk's reputation and the platform's standing as a key player in global communication. For insights into the motivations behind Musk’s takeover, see Jia et al. (2023) and Tang (2023). 

Twitter is now X. 
Twitter has long been a cornerstone in the digital public sphere, serving as a platform for news dissemination, social movements, and global public discourse. However, under the leadership of Musk, the platform has undergone a series of significant changes that have led to its complete rebranding as X. These changes are not merely cosmetic; they include alterations to critical features and the introduction of new policies that have the potential to reshape digital interactions. For instance, removing certain blocking features and introducing new algorithms have sparked discussions among users and experts. Governments are also closely monitoring these changes. 

Broader Impact on Society and Governance 
The changes introduced to Twitter, now X, have far-reaching consequences beyond the platform itself. They touch on essential aspects of the public sphere, such as free speech, user privacy, and the ethical responsibilities of tech companies. For example, removing blocking features raises questions about user safety and the potential for harassment. Similarly, new algorithms could influence the visibility of specific topics or voices, affecting public discourse. These changes also have implications for advertisers who must navigate a transformed landscape – many have pulled ad dollars from X. Additionally, the European Union has begun scrutinising Musk's management of 'X', emphasising the need for compliance with digital regulations and standards. This move underscores the growing global concern over the governance of social media platforms.

Research Perspectives on Twitter's Transformation 
Recent research has illuminated the evolving dynamics of Twitter under Elon Musk's leadership, now known as 'X'. Studies, including those by Barrie (2022), have observed a significant increase in user engagement, particularly among specific political groups, highlighting a shift in the platform's influence on public discourse. Additionally, the transition to Musk's ownership has prompted some users and researchers, as noted by Kupferschmidt (2022), to consider alternative platforms like Mastodon, reflecting a broader transformation of the social media landscape. 

This transformation under Musk's stewardship raises a thought-provoking question: Could Twitter have thrived under a different model, akin to Wikipedia's non-profit approach, focusing more on public service than commercial interests? This theoretical consideration, inspired by insights from the book 'Constitutionalising Social Media', suggests a potential for major social media platforms to prioritise community-driven governance and open access (Celeste et al., 2022). Such a shift in perspective offers a potential new lens to view social media platforms' evolving role and governance in the digital public sphere. 

What's Next for X? 
As X continues evolving under Elon Musk's leadership, we can anticipate further changes impacting various stakeholders. While it's difficult to predict specific feature updates or policy shifts, the platform's trajectory suggests a focus on redefining digital engagement. Future changes could include more advanced algorithms, alternative monetisation strategies, or even collaborations with other Musk ventures like SpaceX or Neuralink. These potential developments would affect user experience and create new opportunities and challenges for advertisers and the broader tech industry. Interestingly, Musk has pontificated on the possibility that X could fail altogether, a candid admission that adds a unique layer of uncertainty to any projections about the platform's future. 

Closing Observations 
The transformation of Twitter into X under Elon Musk has been a closely-watched event in the history of social media, affecting various aspects of the public sphere. From changes in features and policies to broader social and ethical implications, the impact has been both immediate and far-reaching. While the future of X remains uncertain, social media could be described as Musk's 'kryptonite.' This observation adds an intriguing layer to the platform's activities, making them a fascinating case study of tech ventures' unpredictability. 'X' could remain a key player in shaping digital interactions and public discourse, or it could fade away and be remembered similarly to Myspace. Twitter's metamorphosis into X is a critical juncture in our understanding of technology's role in shaping the public sphere, offering challenges and opportunities as we navigate the future of digital communication. 

References 
1. Barrie, C. (2022). Did the Musk Takeover Boost Contentious Actors on Twitter? arXiv preprint arXiv:2212.10646. 
2. Celeste, E., Heldt, A., & Keller, C. I. (Eds.). (2022). Constitutionalising social media. Bloomsbury Publishing. 
3. Jia, J., Pan, H., & Su, J. (2023, July 10). Analysis of Motivations, Process, and Implications of Elon Musk’s Acquisition of Twitter. BCP Business & Management. 
4. Kupferschmidt, K. (2022). As Musk reshapes Twitter, academics ponder taking flight. Science, 378, 583 - 584. 
5. Tang, Y. (2023, Feb 22). Critical Analysis of Elon Musk’s takeover of Twitter. BCP Business & Management.

Professor Bradley C Freeman
School of Arts
Email: @email 

This article is based on a podcast featured on BFM Podcast on 24 August 2023.