Elon Musk, the CEO of Tesla and SpaceX, recently caused a stir by using strong language to criticize advertisers who have stopped using the social media platform X (formerly known as Twitter). Musk accused these companies of trying to blackmail him and warned that their actions could destroy the platform. Some firms stopped advertising on X because they were concerned about antisemitism, including a post from Musk himself. Although Musk apologized for the post, it was his response to the advertising boycott that caused controversy.

During an event called the New York Times’ DealBook Summit, Musk expressed his dislike for advertisers trying to blackmail him with their money. He made it clear that he didn’t want these companies to advertise on X and told them to “go [expletive] yourself.” He directed his comments at Disney CEO Bob Iger, who had spoken at the summit earlier. Musk also said that the advertising boycott could lead to the end of X, and he promised to document the advertisers’ role in killing the company.

X’s CEO, Linda Yaccarino, was at the event and later shared Musk’s interview and her thoughts on advertising. She emphasized that X is a place where free speech and mainstream culture meet, and that the X community is strong and welcoming. It’s unclear how effective Musk’s comments will be in convincing advertisers to come back to the platform, as many had already decided to spend their advertising money elsewhere.

This controversy isn’t the first for Musk and X. In the past, Musk supported an antisemitic conspiracy theory, for which he apologized. However, the boycott isn’t only about that incident. Advertisers were already moving away from X, and the platform had seen a big drop in ad revenue. A report by Media Matters, a group that pushes for liberal causes, claimed to have found evidence of ads being placed next to Nazi content on X. In response, X sued Media Matters, accusing them of misrepresenting the platform’s user experience and undermining freedom of speech.

Overall, Musk’s comments have gotten a lot of attention, but it’s unclear if they will actually bring advertisers back to X. The platform relies heavily on ad revenue, and its financial situation is currently unclear since it’s now a private company and doesn’t publish quarterly reports anymore. However, before Musk took over, advertising made up about 90% of Twitter’s revenue.

Original news source: Elon Musk says advertising boycott will kill X (BBC)

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Group or Classroom Activities

Warm-up Activities:

– News Summary
Instructions: In pairs, students read the article and summarize the main points in their own words. They then take turns sharing their summaries with the class.

– Opinion Poll
Instructions: In small groups, students discuss their opinions on the controversy surrounding Elon Musk’s comments and the advertising boycott on X. They should try to present well-reasoned arguments and listen to and respect differing viewpoints.

– Vocabulary Pictionary
Instructions: In pairs, students take turns drawing pictures to represent vocabulary words from the article. Their partner has to guess the word based on the drawing. This activity helps reinforce vocabulary and comprehension skills.

– Pros and Cons
Instructions: In small groups, students discuss the pros and cons of advertising on social media platforms like X. They should consider both the potential benefits and drawbacks, and try to reach a consensus on whether they think the advertising boycott was justified.

– Future Predictions
Instructions: In pairs, students take turns making predictions about the future of X and the advertising industry. They should base their predictions on the information provided in the article and their own observations and insights. After making their predictions, they can share them with the class and discuss their reasoning.

Comprehension Questions:

1. What did Elon Musk say about advertisers who stopped using X?
2. Why did some companies stop advertising on X?
3. What did Elon Musk say to the advertisers during the New York Times’ DealBook Summit?
4. Who did Elon Musk direct his comments towards?
5. What did X’s CEO, Linda Yaccarino, say about the platform and advertising?
6. How effective do you think Elon Musk’s comments will be in convincing advertisers to return to X?
7. Why were advertisers already moving away from X before the boycott?
8. What percentage of Twitter’s revenue used to come from advertising?
Go to answers ⇩

Listen and Fill in the Gaps:

Elon Musk, the CEO of Tesla and SpaceX, recently (1)______ a stir by using strong language to criticize advertisers who have (2)______ using the social media platform X (formerly known as Twitter). Musk accused these companies of (3)______ to blackmail him and warned that their actions could destroy the platform. Some firms stopped advertising on X because they were concerned about antisemitism, including a post from Musk himself. Although Musk apologized for the post, it was his (4)______ to the advertising boycott that caused controversy.

During an event called the New York Times’ DealBook Summit, Musk expressed his dislike for advertisers trying to blackmail him with their money. He made it clear that he didn’t want these (5)______ to advertise on X and told them to “go [expletive] yourself.” He directed his (6)______ at Disney CEO Bob Iger, who had spoken at the summit earlier. Musk also said that the advertising boycott could lead to the end of X, and he (7)______ to document the advertisers’ role in killing the company.

X’s CEO, Linda (8)______, was at the event and later shared Musk’s interview and her thoughts on advertising. She emphasized that X is a place where free speech and mainstream culture meet, and that the X community is (9)______ and (10)______. It’s unclear how effective Musk’s comments will be in convincing advertisers to come back to the platform, as many had already (11)______ to spend their advertising money elsewhere.

This controversy isn’t the first for Musk and X. In the past, Musk supported an antisemitic conspiracy theory, for which he apologized. However, the (12)______ isn’t only about that incident. Advertisers were already moving away from X, and the platform had seen a big drop in ad revenue. A report by Media Matters, a group that pushes for liberal causes, claimed to have found evidence of ads being (13)______ next to Nazi content on X. In response, X sued Media Matters, accusing them of (14)______ the platform’s user experience and undermining freedom of speech.

Overall, Musk’s comments have gotten a lot of attention, but it’s unclear if they will actually bring (15)______ back to X. The platform relies heavily on ad (16)______, and its financial situation is currently unclear since it’s now a private company and doesn’t publish quarterly reports anymore. However, before Musk took over, advertising made up about 90% of Twitter’s revenue.
Go to answers ⇩

Discussion Questions:

Students can ask a partner these questions, or discuss them as a group.

1. What is an advertising boycott and why do you think companies do it?
2. How would you feel if someone used strong language to criticize you? Why or why not?
3. Do you think it’s fair for companies to stop advertising on a platform if they disagree with its content? Why or why not?
4. What is antisemitism and why is it a concern on social media platforms?
5. How do you think the advertising boycott could affect the future of X? Why?
6. Do you agree with Elon Musk’s response to the advertising boycott? Why or why not?
7. What do you think about the CEO of X’s statement that the platform is a place where free speech and mainstream culture meet? Why?
8. How do you think advertisers decide where to spend their advertising money? Why?
9. What do you think about the claims of ads being placed next to Nazi content on X? Why?
10. How do you think the controversy surrounding Elon Musk’s comments will affect X’s reputation? Why?
11. Do you think it’s important for social media platforms to prioritize freedom of speech? Why or why not?
12. How do you think the financial situation of X being a private company affects its future? Why?
13. What do you think about the fact that advertising made up about 90% of Twitter’s revenue before Elon Musk took over? Why?
14. Do you think the advertising boycott will have a long-term impact on X? Why or why not?
15. How do you think social media platforms can address concerns about hate speech and offensive content? Why?

Individual Activities

Vocabulary Meanings:

Match each word to its meaning.

Words:
1. Musk
2. advertisers
3. platform
4. boycott
5. controversy
6. revenue
7. private
8. apologize

Meanings:
(a) A disagreement or argument that causes public attention
(b) Companies that pay to promote their products
(c) The CEO of Tesla and SpaceX
(d) A refusal to buy or support something as a form of protest
(e) The money a company earns from selling goods or services
(f) Not open to the public or owned by individuals
(g) A website or app where people can share information
(h) To say sorry for something you did wrong
Go to answers ⇩

Multiple Choice Questions:

1. Why did some advertisers stop using the social media platform X?
(a) They were concerned about antisemitism.
(b) They wanted to support Elon Musk.
(c) They wanted to destroy the platform.
(d) They wanted to advertise somewhere else.

2. What did Elon Musk say to the advertisers who stopped using X?
(a) “I’m sorry for my post.”
(b) “Please come back to X.”
(c) “I don’t care about your money.”
(d) “Go [expletive] yourself.”

3. Who did Elon Musk direct his comments at during the New York Times’ DealBook Summit?
(a) X’s CEO Linda Yaccarino.
(b) Disney CEO Bob Iger.
(c) Advertisers who left X.
(d) The audience at the summit.

4. How did Linda Yaccarino describe the X community?
(a) Weak and unwelcoming.
(b) Small and exclusive.
(c) Diverse and controversial.
(d) Strong and welcoming.

5. What was one of the reasons why advertisers were already moving away from X?
(a) Elon Musk’s support for an antisemitic conspiracy theory.
(b) X suing Media Matters.
(c) A drop in ad revenue.
(d) X becoming a private company.

6. What did Media Matters accuse X of?
(a) Placing ads next to Nazi content.
(b) Misrepresenting the platform’s user experience.
(c) Undermining freedom of speech.
(d) Being a liberal group.

7. Why is the financial situation of X currently unclear?
(a) It doesn’t publish quarterly reports anymore.
(b) Elon Musk took over.
(c) It is now a private company.
(d) Advertisers left the platform.

8. What percentage of Twitter’s revenue used to come from advertising?
(a) About 50%.
(b) About 90%.
(c) About 10%.
(d) About 25%.

Go to answers ⇩

True or False Questions:

1. Some firms stopped advertising on X due to concerns about antisemitism, including a post from Musk himself.
2. It is unclear if Musk’s comments will convince advertisers to return to the platform, as many had already decided to spend their advertising money elsewhere.
3. Musk praised these companies for trying to help him and warned that their actions could benefit the platform.
4. Elon Musk, the CEO of Tesla and SpaceX, commended advertisers who continued using the social media platform X (formerly known as Twitter).
5. Musk told the companies to “go [expletive] yourself” and warned that the advertising boycott could lead to the end of X.
6. Musk apologized for the post, but it was his response to the advertising boycott that caused controversy.
7. X’s CEO, Linda Yaccarino, emphasized that X is a place where censorship and niche culture dominate, and that the X community is weak and exclusive.
8. Musk expressed his appreciation for advertisers trying to support him with their money during an event called the New York Times’ DealBook Summit.
Go to answers ⇩

Write a Summary:

Write a summary of this news article in two sentences.

Writing Questions:

Answer the following questions. Write as much as you can for each answer.

1. Why did some companies stop advertising on the social media platform X?
2. What did Elon Musk say about these companies during the New York Times’ DealBook Summit?
3. How did X’s CEO, Linda Yaccarino, respond to Musk’s comments?
4. Why were advertisers already moving away from X before the controversy?
5. How does X’s financial situation currently compare to when it was still a public company?

Answers

Comprehension Question Answers:

1. What did Elon Musk say about advertisers who stopped using X?
Elon Musk criticized advertisers who stopped using X, accusing them of trying to blackmail him and warning that their actions could destroy the platform.

2. Why did some companies stop advertising on X?
Some companies stopped advertising on X because they were concerned about antisemitism, including a post from Elon Musk himself.

3. What did Elon Musk say to the advertisers during the New York Times’ DealBook Summit?
Elon Musk told the advertisers to “go [expletive] yourself” and expressed his dislike for them trying to blackmail him with their money.

4. Who did Elon Musk direct his comments towards?
Elon Musk directed his comments towards Disney CEO Bob Iger, who had spoken at the summit earlier.

5. What did X’s CEO, Linda Yaccarino, say about the platform and advertising?
Linda Yaccarino, X’s CEO, emphasized that X is a place where free speech and mainstream culture meet and that the X community is strong and welcoming.

6. How effective do you think Elon Musk’s comments will be in convincing advertisers to return to X?
It’s unclear how effective Elon Musk’s comments will be in convincing advertisers to return to X, as many had already decided to spend their advertising money elsewhere.

7. Why were advertisers already moving away from X before the boycott?
Advertisers were already moving away from X before the boycott because the platform had seen a big drop in ad revenue and there were concerns about ads being placed next to Nazi content.

8. What percentage of Twitter’s revenue used to come from advertising?
Before Elon Musk took over, advertising made up about 90% of Twitter’s revenue.
Go back to questions ⇧

Listen and Fill in the Gaps Answers:

(1) caused
(2) stopped
(3) trying
(4) response
(5) companies
(6) comments
(7) promised
(8) Yaccarino
(9) strong
(10) welcoming
(11) decided
(12) boycott
(13) placed
(14) misrepresenting
(15) advertisers
(16) revenue
Go back to questions ⇧

Vocabulary Meanings Answers:

1. Musk
Answer: (c) The CEO of Tesla and SpaceX

2. advertisers
Answer: (b) Companies that pay to promote their products

3. platform
Answer: (g) A website or app where people can share information

4. boycott
Answer: (d) A refusal to buy or support something as a form of protest

5. controversy
Answer: (a) A disagreement or argument that causes public attention

6. revenue
Answer: (e) The money a company earns from selling goods or services

7. private
Answer: (f) Not open to the public or owned by individuals

8. apologize
Answer: (h) To say sorry for something you did wrong
Go back to questions ⇧

Multiple Choice Answers:

1. Why did some advertisers stop using the social media platform X?
Answer: (a) They were concerned about antisemitism.

2. What did Elon Musk say to the advertisers who stopped using X?
Answer: (d) “Go [expletive] yourself.”

3. Who did Elon Musk direct his comments at during the New York Times’ DealBook Summit?
Answer: (b) Disney CEO Bob Iger.

4. How did Linda Yaccarino describe the X community?
Answer: (d) Strong and welcoming.

5. What was one of the reasons why advertisers were already moving away from X?
Answer: (c) A drop in ad revenue.

6. What did Media Matters accuse X of?
Answer: (a) Placing ads next to Nazi content.

7. Why is the financial situation of X currently unclear?
Answer: (c) It is now a private company.

8. What percentage of Twitter’s revenue used to come from advertising?
Answer: (b) About 90%.
Go back to questions ⇧

True or False Answers:

1. Some firms stopped advertising on X due to concerns about antisemitism, including a post from Musk himself. (Answer: True)
2. It is unclear if Musk’s comments will convince advertisers to return to the platform, as many had already decided to spend their advertising money elsewhere. (Answer: True)
3. Musk praised these companies for trying to help him and warned that their actions could benefit the platform. (Answer: False)
4. Elon Musk, the CEO of Tesla and SpaceX, commended advertisers who continued using the social media platform X (formerly known as Twitter). (Answer: False)
5. Musk told the companies to “go [expletive] yourself” and warned that the advertising boycott could lead to the end of X. (Answer: True)
6. Musk apologized for the post, but it was his response to the advertising boycott that caused controversy. (Answer: True)
7. X’s CEO, Linda Yaccarino, emphasized that X is a place where censorship and niche culture dominate, and that the X community is weak and exclusive. (Answer: False)
8. Musk expressed his appreciation for advertisers trying to support him with their money during an event called the New York Times’ DealBook Summit. (Answer: False)
Go back to questions ⇧