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Elon Musk is no stranger to controversy, and he seems to have kicked it up a notch since he took over Twitter − which he renamed X − late last year. But a recent endorsement (for which he subsequently apologized) of an antisemitic post on the platform seems to have been the final straw for many of X’s big advertisers.
Names like Apple and Disney have suspended ad spend on the platform in recent weeks, but rather than engaging positively − as recommended by Cardiff University marketing and strategy expert Denitsa Dineva − Musk chose to tell these companies where to go during a high-profile New York Times interview. He even called out “Bob” Iger, Disney’s recently returned chief executive officer, personally.
There are ways to manage “online firestorms,” according to Dineva − and unsurprisingly, none involve using profanities or being rude to major advertisers in public. Musk has suggested people will blame the brands if X collapses, but read her article to find out what Dineva believes could really bring the company down.
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Pauline McCallion
Senior Business Editor, The Conversation U.K.
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Denitsa Dineva, Cardiff University
Research explains how to handle the kind of online ‘firestorm’ that X (formerly Twitter) owner Elon Musk is currently experiencing.
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Business
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Alfred Hermida, University of British Columbia
Google has secured significant concessions in its deal with Ottawa over Bill C-18, the Online News Act, which comes into effect on Dec. 19.
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Commodities
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Ben Radley, University of Bath
Since the 1990s, transnational corporations have once again become the dominant force as owners and managers of major mining projects.
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Environment
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Jennie C. Stephens, Northeastern University; Martin Sokol, Trinity College Dublin
Fed Chair Jerome Powell bristles at talk of managing climate change, but the damage it is doing the US economy is hard to ignore, as the latest National Climate Assessment shows.
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Personal finance
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Thilo R. Huning, University of York; Isabelle Huning, University of York
Childcare now constitutes around 60% of the overall cost of raising a child in the UK.
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Labor
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Abiba Yayah, University of Calgary
Shea is a key economic crop for poor women in the northern parts of Ghana.
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David Craig, USC Annenberg School for Communication and Journalism; Stuart Cunningham, Queensland University of Technology
Even the world’s most successful creators can see their livelihoods threatened by social media companies that routinely change their algorithms and policies with impunity.
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