> "activists" ran advertisers off For that definition of "activist" that means "people dropping the n-bomb all over twitter," I suppose. In all seriousness, t

> "activists" ran advertisers off For that definition of "activist" that means "people dropping the n-bomb all over twitter," I suppose. In all seriousness, though, it is in fact hate speech that has driven advertisers away. It's not at all difficult to measure using keywords and sentiment analysis, and what has happened is an immediate order of magnitude more hate speech after Elon took over. That kind of environment does not attract conventional advertisers. > ...a range of terms were examined to see if frequency of use increased in correlation to the change in ownership and stated platform focus. The terms included vulgar and hostile terms for individuals based on race, religion, ethnicity, and orientation. Collection of the totality of Tweets using these words in the period immediately before and after Musk’s acquisition was done to assess both frequency and the rate of with which this content was posted. Tweetbinder’s sentiment analysis tool, which measures positive or negative tone in Tweets, was utilized to assess potential hostility in the collected data. > Specifically, the seven-day average of Tweets using the studied hate terms prior to Musk’s acquisition was never higher than 84 times per hour. From midnight on October 28 to 12 noon, however, hate terms were Tweeted some 4,778 times. Calculation of potential reach (i.e., the potential number of times a term posted in Twitter could have been viewed) was in excess of three million. As such, this research suggests that there was an immediate, visible, and measurable spike in hate terms on Twitter after Musk took over as CEO. https://www.montclair.edu/school-of-communication-and-media/wp-content/uploads/sites/20/2022/10/Montclair-State-SCM-Study-Increases-in-Twitter-Hate-Speech-After-Elon-Musk%E2%80%99s-Acquisition-1.pdf https://www.montclair.edu/school-of-communication-and-media/... https://www.montclair.edu/newscenter/2022/10/31/study-finds-hate-speech-on-twitter-increased-following-elon-musk-takeover/ https://www.montclair.edu/newscenter/2022/10/31/study-finds-...