The Attention War: Elon Musk and the Double-Edged Sword of Publicity

A Day of Chaos and Controversy

Elon Musk, often dubbed the master of the Attention War, faced a particularly tumultuous Thursday that showcased the dual nature of his public persona. Like former President Donald Trump, Musk has an unparalleled ability to command attention, but the question remains: is this attention beneficial or detrimental to his image? The answer, much like Musk’s own Twitter feed, is a resounding mix of yes, yes, and yes.

On this chaotic Thursday, Musk found himself in the crosshairs of public scrutiny for multiple reasons. He engaged in a heated public spat with retired astronaut Scott Kelly, the former commander of the International Space Station, over disagreement on space-related matters. Musk also posted a flurry of false claims, leaving even his most ardent followers struggling to keep up. Additionally, when his attacks on Ukrainian President Volodymyr Zelensky were flagged by X’s Community Notes system—a feature designed to fact-check and provide context to controversial posts—Musk lashed out, claiming his own platform was being manipulated by governments and legacy media.

To make matters worse, Musk’s personal life also made headlines. His former partner, Grimes, took to Twitter to plead with him to respond to their child’s medical crisis, alleging that he had ignored her private messages. The situation grew even more dramatic as news outlets linked it to claims from another alleged former partner, Ashley St. Clair, who recently revealed that she had secretly given birth to another child fathered by Musk.

The Politics of Polarization: A Liability for Trump?

Amidst the chaos, political polls painted a concerning picture for Musk’s association with former President Donald Trump. A CNN poll revealed that only 28% of Americans believed that giving Musk a prominent role in a potential Trump administration would be a good thing, while 54% deemed it a bad idea. Similar findings emerged from a Washington Post poll, further solidifying the notion that Musk’s influence could be a liability for Trump’s political agenda.

The concern isn’t just limited to the general public. Republican lawmakers reportedly expressed growing unease over Musk’s role as a self-proclaimed “bureaucracy butcher,” a term he has used to describe his approach to streamlining government operations. While some may view his unconventional methods as a breath of fresh air, others worry about the instability and unpredictability he brings to the table.

A Theatrical Performance at CPAC

Despite the backdrop of controversy, Musk took to the stage at the Conservative Political Action Conference (CPAC) with his signature flair for the dramatic. Wielding a chainsaw alongside embattled Argentine President Javier Milei, Musk seemed to bask in the adoration of the crowd. The image was so striking that he made it his profile picture on X and retweeted a fan account that praised his stylish appearance, complete with glasses and a gold chain.

However, the content of his speech at CPAC has raised eyebrows. Musk’s dialogue was at times incoherent, reflecting his increasingly radicalized, Dark MAGA worldview—a term that refers to the far-right faction of Trump’s base. Journalist Sarah Jeong of The Verge described the event as “strange” and opted to publish a transcript of Musk’s remarks rather than attempting to summarize them. Even some of his most loyal supporters on X expressed concern for his health and well-being after watching the performance.

The Pressure Mounts: Balancing Business and Politics

The pressure on Musk appears to be mounting. His various ventures, including Tesla and his nonprofit initiatives, demand attention, yet his public focus seems increasingly fixated on fringe politics and personal vendettas. A recent New York Times headline questioned whether Musk still cares about selling cars, raising concerns about his commitment to Tesla’s core mission.

At the same time, Musk’s personal life continues to spiral into chaos. His former partners, including Grimes and Ashley St. Clair, are coming forward with claims that paint a picture of abandonment and neglect. The public’s perception of Musk is becoming increasingly divided, with some viewing him as a visionary leader and others as a self-destructive figure teetering on the edge.

The Showmanship of Governance

Despite the chaos, Musk’s performance at CPAC reveals a deeper strategy—one that aligns closely with Trump’s playbook. Both men understand the power of spectacle in politics. At CPAC, Musk embraced the theatricality of the event, leaning into the adoration of the crowd and using props to reinforce his image as a disruptor. Washington Post reporter Sabrina Rodriguez likened the event to WrestleMania, noting that Musk seemed to revel in the power and influence he wields.

This form of political theater is not just about entertainment; it’s about messaging. For Trump and his MAGA base, the spectacle of “taking action” is far more compelling than the mundane realities of governance. Musk’s antics, whether it’s wielding a chainsaw or firing off inflammatory tweets, serve to reinforce the narrative that he—and by extension, Trump—is a force of change in a system perceived as stagnant and corrupt.

The Paradox of Attention

So, is all this attention good or bad for Elon Musk? The answer is a resounding yes—it’s both. The attention fuels his influence, allowing him to shape public discourse and maintain his position as a cultural icon. At the same time, it exposes him to relentless scrutiny, amplifying his missteps and personal struggles.

For Trump, the partnership with Musk is a double-edged sword. While Musk’s showmanship energizes the MAGA base, his unpredictability and personal controversies risk alienating moderate voters and undermining Trump’s campaign. As the 2024 election looms, the question is whether the benefits of Musk’s attention will outweigh the costs—or whether his antics will prove to be the downfall of both men.

In the end, Musk’s Thursday was a microcosm of his larger-than-life persona: chaotic, controversial, and undeniably attention-grabbing. Whether this attention will ultimately serve him well or lead to his undoing remains to be seen, but one thing is certain—Elon Musk will continue to be a figure we can’t look away from.