Over the years, Tesla has built part of its reputation to host major and bold events to generate the noise of the upcoming versions. the Robotaxi launch in Austin, TexasLast week, it was not one of them.
It dominates the coverage of the party of a coherent group of influencers from Tesla and Eileon Musk Supervans, many of whom are explicitly supporting the vision of the CEO. Not only was journalists and technological bloggers who may have been more critical of technology, but also mocked and mocked by Tesla fans and some of their followers to try to ask basic questions about the service. In Austin and over the Internet, Tesla fans were taking a braid from Musk, who spent years stirring a culture of dissatisfaction with the critical media.
One of the prominent influencers, who go to Zach on X, claimed it was He approached him several times by Reuters journalistAnd that ignored him immediately. This post, which contains more than 2000 likes, received supportive responses from other users – one of whom wrote that the publication and other ancient media “could go to themselves.” last They said they will follow any account This simply responded to the media members.
“The best response [be] To add a predecessor and ask them to go to the camera blanket, they apologize for all lies and scanners against Elon and Tesla first, “Tesla Insights books. “This will silence them, and make them think!”
This general feeling is bounced across the X and YouTube parts that cover the launch actively. Kim Java, Tesla influenced with 258,000 subscribers on YouTube, Publish a comment She said that she had contacted her by many major media to talk about her experience, but she refused her so that she could control [her] Special narration.
The phrase “we are the media now” appears repeatedly in the publications and responses related to the release of Robotaxi. These alternative alternative media now receive the same access to closed doors, many of which criticize the old publications of indulging.
Experts say the final result of this aggressive dynamic freedomIt is a program that is very similar to a show of transparent technology and is more like a experimental test – one enlarged by the influencers who promote the good risk of marketing materials in Tesla. Many of this coverage are revealed in small resonance rooms on X and YouTube, which is owned by musk, as the future audience had already put their minds already about the importance of robotics. Professor of Boston University and Mimi wars The author Joan Donovan says that the start of the operation so far has been an example of a textbook for what you call “Companies Advertising”.
“The big batch around robotics revolves around the recovery of Tesla’s reputation,” says Donovan. “It has a little effect of the echo room.”
“The big batch around robotics revolves around the recovery of Tesla’s reputation,” says Donovan. “It has a little effect of the echo room.”
Ed Nedermeier, author of the book ” Extracting: The Displaced Tesla Motors storyWho depicted robotics The braking is strongly in the middle of the road when passing the police cruiserEchoes of these feelings and compare influencers with a “Greek choir” that works collectively to enhance the perception of robotics. Some of this narrative building seems to be in the famous R/Selfdrivingcars Forum. user Publishing late last week He claimed that the forum was “immersed by Tesla’s propaganda defenders and misleading,” after the launch of Robotaxi. Nedermeyer claims that the Tesla employee has already noticed a coat at the R/Tesla Forum.
“They know what their job is and knows how to use it,” says Nedermeier freedom. Dunovan and nieedermeyer critics of the frank Tesla. Both play active roles in Tesla removal Organized protests throughout the country earlier this year. It goes without saying, they are not in the “Superfan” club.
Tesla did not respond to our request for comment. freedom I also reached many of the above influencers, but they did not hear.
The event led by the influencer -led influencer this week is the culmination of Tesla’s development over years to skillfully grow its favorite media with the traditional press ports simultaneously. Tesla has a long history of hostility with the press. Company The public relations team was informally dissolved in 2020 Since then it has made a point of evading correspondent questions about its products and technology stacks. Since obtaining Twitter in 2022, Elon Musk has tilt more stadium Prohibition of accounts His criticism and companies.
Meanwhile, Tesla built a loyal base, compared to Donovan with the first apple lovers – keen to summon media critics biased against Musk and the company. Initially, much of this support was organic. The company attracted a loyal follower of technicians, clean energy advocates, and businessmen who belong to its willingness to take great fluctuations in difficult problems.
But as Nedermeyer notes, some of this enthusiasm has erupted in recent years, partly due to a series of overwhelming love shows – such as last year last year.We robot“The event, which raised new doubts about the company’s ability to fulfill its most ambitious promises about autonomy. Those who continue to tend to be reliable loyal and often in public with the success of Tesla.
Tesla’s image online enhances its privileges. Many participate in society Referral symbolsAnd that can be replaced with bonuses ranging from a few additional charges to discounts on buying a new car. (Some owners of Tesla It is allegedly removed from the program After publishing content criticizes the company.)
“They know what their job is and knows how to use it.”
Loyal supporters in the ranks of Tesla may be able to reach exclusive events, as it appears to be the case with the release of Robotaxi. Nedermeyer says that those who have shares in the company have a more direct incentive to ensure TESLA in a favorable light.
“The producer is so much that they do not need the Public Relations Department,” said YouTube and Tesla Galileo Russell in a file Interview with CNN Business. “I was involved with Tesla to ensure the success of the company.”
It can only work in the echo room for a long time. Ultimately, if MUSK’s vision of millions of independent Teslas will be achieved in the city’s streets, the company will have to open its doors to the wider audience – including its critics. This risk exposes more company errors, even influencers You are already facing a problem aside.
“They know what their work is, and it knows how to use it,” says Nedermeier.
