Abstract

In recent years, the concentration of power and wealth in large global corporations, as part of the formation of an increasingly widespread digital ecosystem, is one of the main drivers of change. The leaders of digital platforms, in particular, besides having more and more tools and capability to intervene on issues of collective interest, develop and manifest a global vision and become essential players in influencing and controlling public opinion. This article examines the role of Elon Musk in global political balances through the empirical analysis of his digital communication. Firstly, focusing on the messages he published on Twitter from January 1, 2018, to December 31, 2022, on the topics he covered and the way they are discussed, it highlights Musk’s metamorphosis and observes the shift of his center of gravity from the entrepreneurial field to the political one. Secondly, it discusses his involvement in the first «netwar» between Russia and Ukraine by underlining the growing relevance of digital technologies and private infrastructure as a geopolitical weapon and information/ disinformation tool.