Posted originally on the CTH on May 11, 2023 | Sundance
Elon Musk has reportedly hired Linda Yaccarino as the CEO of Twitter. Unfortunately, this decision is the exact opposite of what everyone hoped about Musk’s intentions with the platform.
Ms. Yaccarino is the head of NBCUniversal Advertising and Partnerships [Example Here], and she is the tip of the spear in the creation of DEI (Diversity Equity and Inclusion) indexing and corporate scoring. You might be familiar with ‘DEI’ as a result of the Bud Light woke advertising campaign to promote beer for transgenders. Well, that’s DEI in action, and Ms. Yaccarino is one of the pioneers in the advertising industry.
Additionally, Linda Yaccarino is the Chairwoman of the World Economic Forum’s (WEF) Taskforce on Future of Work. As she noted in her position, “every CEO and executive needs to look inward, and build workplaces that ensure our employees, current and future, can always succeed amid rapid transformation.” Overlaying the Diversity Equity and Inclusion mindset, you will note Yaccarino says, “long-term benefits for the unemployed, women, and communities of color.”
Why would Elon Musk bring the most woke NBC advertising executive to become the CEO of Twitter? Obviously, he is focused on generating revenue, and Yaccarino can bring woke credentials to the platform luring corporate advertisers. Unfortunately, in order to achieve that objective, the platform content will have to be modified.
That means the public square of Twitter needs to become a platform of non-controversial NPCs (Non Player Characters) which generally are identified in memes [SEE HERE]. The content on Twitter must fit an approved standard for advertising. Leading this effort to control platform content through the control of the monetization, is literally what Yaccarino has done in her work at NBCUniversal. Thus, her efforts to promote DEI take on a new level of importance.
Ms. Yaccarino also supports Florida Governor Ron DeSantis and follows him and his fellow influencers through her Twitter account. Politically this puts her in alignment with Elon Musk and the acceptable Republican group that promotes the Florida Governor.
Keep in mind, for DeSantis, the “woke issues” are political tools to achieve an objective; nothing more. Ms. Yaccarino supporting Ron DeSantis is not a misnomer, it’s just politics.
Similarly, for Elon Musk, it appears Ms. Yaccarino brings a greater financial value to the table offsetting any contradictions in his belief system about wokeism as a danger to speech and culture. Obviously, this hire says Musk is more concerned about revenue generation than actual free speech.
Regarding opposition or alignment with what is colloquially called “wokeism”, Ms. Yaccarino is somewhat of a touchstone. Her bona fides on DEI make her a subject matter expert on the weaponization of advertising to advance a cultural objective.
Just accept things as they are and not as you might wish them to be. That way you are not disappointed later.
Accept the Musk selection of Ms. Yaccarino as exactly what it says for the Twitter platform. First, money is the most important issue right now; revenue generation for Musk is the #1 priority. Second, the content of the platform will modify accordingly.