In the UK, he has been relentless in his attacks on Prime Minister Keir Starmer, pushing baseless claims and demanding the release of far-right activist Tommy Robinson. His rhetoric is not simply that of an outspoken billionaire. It is calculated, inflammatory and strategically aligned with the messaging of populist movements. Political interference on a grand scale.

But Musk alone is not the problem. The fuel to the fire is the way mainstream media continues to amplify his rants, turning them into the dominant political discourse. The UK press, largely hostile to the Labour government, has seized upon Musk’s narratives, peddling them as ‘news coverage’ affording them legitimacy they do not deserve.

Mainstream Media’s Role in Normalising Extremism

When Musk posts something outrageous - an attack on a politician, a claim about migration, a sneer at ‘woke’ culture - it is instantly picked up by major newspapers and broadcasters. The Daily Mail, The Telegraph, The Times, The Sun and others repeatedly frame Musk’s statements as though they are serious political insights, rather than the ramblings of a man who seemingly thrives on controversy and chaos.

Instead of challenging - or better still - ignoring Musk’s narratives, headlines blare and the media megaphone does the dirty work for him.

They won’t challenge or discern because outrage sells. Musk’s statements generate clicks. Clicks drive ad revenue. In the current media landscape you might think that is all that matters. But it isn’t just about clicks. Mainstream media moguls have long used their publishing power to influence political and democratic processes, ensuring that narratives align with their interests. This is a calculated effort, seen on a grand scale in the lead-up to the Brexit referendum, where media manipulation played a decisive role in shaping opinion and outcomes.

For years, these outlets have deployed infotainment in the form of celebrity gossip or the Royal Family to distract from serious political debate or, conversely, to demonise views and policies that do not align with their own financial and ideological goals. The monetisation of misinformation might be viewed as economic necessity in a struggling advertising environment. But it is beyond that. It is a deliberate tool to shape opinion, control the political narrative and serve their own interests.

The Musth of Musk - The Elephant in Society’s Room

In elephant behaviour, the term musth refers to a period where male elephants experience surging testosterone levels, making them unpredictable, aggressive and uncontrollable. It is a time when they charge wildly at perceived threats, heedless of the damage they cause.

Musk’s behaviour - his erratic interventions, aggressive targeting of opponents and relentless amplification of reactionary narratives - mirrors this destructive, uncontrollable energy. Just as a musth elephant can wreak havoc, Musk barrels through political discourse with no regard for the consequences. His ideological attacks are not thoughtful critiques. They begin as charges - single, targeted assaults on political opponents and institutions - that rapidly escalate into a full-blown extremist stampede, fuelled by power, ego and an unchecked belief in his own righteousness. And the media? They hold the megaphone, reporting rampages as though they are simply another part of the news cycle, rather than the threat to democracy they represent.

The X Factor - Monetising Hate and Misinformation

Beyond the traditional media, Musk’s own platform, X, has become a breeding ground for hate speech, disinformation and radicalisation. The ecosystem is carefully designed. Extremists post inflammatory content, Musk engages with and amplifies it, mainstream media reports on it and the cycle repeats. But crucially, many of the most aggressive voices pushing these narratives are not doing so out of genuine political conviction - they are doing it to make money.

Under Musk’s monetisation scheme, accounts with high engagement earn revenue. And what gets the most engagement? Outrage. Misinformation. Hate. The incentive is not to tell the truth but to provoke. Figures who might once have been fringe voices now churn out increasingly extreme content, knowing that the angrier people get, the more money they make. And then, of course, there are the bots—legions of automated accounts designed to amplify these messages, creating the illusion of widespread support for ideas that in reality remain fringe.

This is not organic discourse. This is an ecosystem where inflammatory content is rewarded with engagement-driven monetisation, enabling the spread of radical narratives.

Where Does This Lead?

The consequences of this feedback loop are already clear. While the next UK general election is slated for 2029, the local elections in May 2025 present a more immediate concern with the groundwork being laid for a far-right insurgency led by Reform UK, with Musk playing a pivotal role. With the amplification of extremist rhetoric ahead of the May 2025 local elections, Musk is not only attacking Labour and boosting nationalist narratives but is also helping shift the Overton Window, a concept in political theory that describes the range of ideas considered acceptable in public discourse at any given time. By persistently pushing reactionary and extremist positions into mainstream conversation, Musk and his media amplifiers are shifting what is deemed reasonable, making once-radical ideas seem more legitimate and acceptable in ways that could have tangible effects on these more immediate contests and the range of ideas considered acceptable in mainstream discourse. Positions that would have been unthinkable in UK politics a decade ago - such as the mainstreaming of overt xenophobia - are now daily talking points.

What Can Be Done?

The good news is that Musk’s influence - while substantial - is not unstoppable. There are still some ways to push back against this toxic ecosystem. You might also ask, why are you discussing this on LinkedIn? Well, when the Overton Window shatters, your ability to 'do business', run your organisation or serve your communities will be exposed to chilling extremism that freezes operations, immobilising your organisation. And people will suffer. And we have a duty to care and, if we are able, act.

It has been said in recent weeks, don't read the news, read the history books. We know from times past that doing nothing leaves society undone. So what can we do? What should we do? Here's some suggestions - and if you have more ideas add them in - the more the merrier.

For Practitioners, Communicators and Media

• Navigating newsroom pressure is hard, particularly foryoung or inexperienced journalists who often find it difficult to challenge editorial decisions that amplify extremist rhetoric. However, there are some practical steps to be taken.
• Seek collective supportand form networks within newsrooms or reach out to unions and ethics groups for guidance.
• Push for editorial integrity- reference journalistic ethics codes (NUJ, IFJ) when advocating for responsible coverage.
• Use internal escalation channelswhere possible, raising concerns through internal complaints or feedback mechanisms.
• Leverage external networksand engage with organisations like Reporters Without Borders or The Ethical Journalism Network to push for fair reporting practices.
• Document concernsand use an old school notebook to maintain a record of problematic editorial decisions to highlight patterns of bias or misinformation.
• These steps allow journalists to uphold ethical reporting standards while navigating the realities of newsroom hierarchies.
• Reject Sensationalism and False Equivalency
• Journalists and media outlets must stop giving extremist rhetoric and Musk’s posts uncritical amplification. Reporting should prioritise analysis and context rather than merely repeating his statements as though they are inherently newsworthy.
• Hold Platforms Accountable
• Media organisations and journalists must push for transparency in content moderation policies, advertising revenue models and algorithmic amplification on social media platforms. Instead of relying on X for audience engagement, invest in alternative, more responsible platforms.
• Elevate Evidence-Based Narratives
• Fact-based, rigorous reporting should counteract misinformation and extremist narratives rather than simply reacting to them. Communicators must ensure that balanced, informed perspectives take precedence over outrage-driven engagement.

For Businesses, Institutions and Individuals

• Pressure Advertisers and Business Partners
• Organisations of all types should reconsider ad spend on platforms that monetise and amplify extremist content. Public pressure campaigns can influence businesses to withdraw financial support from X and other media platforms that enable harmful narratives.
• Invest in Digital Literacy and Critical Thinking
• Educational institutions, workplaces and civic groups should provide resources to help individuals recognise disinformation tactics, bot networks and monetised outrage.
• Support Independent and Ethical Journalism
• Individuals can subscribe to and fund independent journalism that prioritises integrity over clickbait. Businesses and institutions can create partnerships with credible news sources to promote factual reporting.
• Demand Policy and Legislative Action
• As a matter of urgency, governments and institutions must introduce stronger regulatory frameworks that address the spread of disinformation and political manipulation via social media. This includes enforcing transparency in AI-driven content recommendations and funding mechanisms behind politically motivated narratives.
• Stop Uncritical Media Amplification
• Journalists must stop treating Musk’s tweets as ‘news’. Coverage should focus on his political motivations and the consequences of his interference not his latest rant.
• Diversify Information Sources
• Avoid relying on algorithm-driven news feeds. Follow reputable journalists, support independent media and critically evaluate sources before amplifying content.
• Regulation and Accountability
• Governments should consider tighter regulations on political influence via social media platforms, especially given the role of billionaires like Musk in shaping election-related discourse.

Mending the Window

Don't let this become the norm. Speak out, speak up, don’t stay silent - even though silence may feel like the most comfortable and safest space. The gradual acceptance of extremist narratives, misinformation and manipulation only happens when people look the other way. Challenging these forces is not easy, it is scary - but it is necessary. The more voices that push back, the harder it becomes for this to take root.

Musk’s interventions in political discourse are not just the musings of a rogue billionaire - they appear to be adeliberate strategy to reshape democracyin his own image for his own ends. If we do nothing, the next round of elections could bethe moment when Musk-charged populism truly takes hold.But that is not inevitable.

We just have to tackle the elephant before it destroys the room.