As X鈥檚 owner and most followed user, Elon Musk has increasingly used the social media platform as a microphone to amplify his political views and, lately, those of right-wing figures he鈥檚 aligned with. There are few modern parallels to his antics, but then again there are few modern parallels to Elon Musk himself.

Of course, none of this should come as a surprise.

Back in 2022 when he was trying to buy Twitter, Musk said he was doing so because it wasn鈥檛 living up to its potential as a 鈥減latform for free speech.鈥� Protecting free speech 鈥� not money 鈥� was his motivation because, as he put it, 鈥渉aving a public platform that is maximally trusted and broadly inclusive is extremely important to the future of civilization.鈥�

Musk often ruminates on the future of civilization. For one, he appears fixated on a coming 鈥� ,鈥� threatening to wipe out humanity. And he joined prominent scientists and tech leaders last year in doing the same. Musk has framed threats to free speech as yet another existential crisis looming over the world. And he is going to try his best to save it.

鈥淔ree speech is the bedrock of a functioning democracy, and Twitter is the digital town square where matters vital to the future of humanity are debated,鈥� Musk said in an April 2022 post, adding to highlight the statement.

Two years on, the platform 鈥� now called X 鈥� has indeed become a haven for the type of free speech Musk has come to champion. In the U.S., he鈥檚 spread memes 鈥� and sometimes misinformation 鈥� about illegal immigration, alleged election fraud and transgender policies, and he formally endorsed former President Donald Trump鈥檚 presidential bid this summer.

In May 2023, he co-hosted Florida Gov. Ron DeSantis鈥� official presidential bid announcement. That turned out to be marred by technical glitches but it underscored Musk鈥檚 desire to turn X into a 鈥渄igital town square.鈥� After the event was marred by technical difficulties, Musk extended an open invitation to any other presidential candidate who wants to do one.

Trump took him up on it, agreeing to an interview with the billionaire Tesla CEO on Monday evening. The conversation started with with people unable to join in and began some 42 minutes late.

鈥淚鈥檝e not been very political before,鈥� Musk said during his conversation with Trump.

Overseas 鈥� where most X users live 鈥� he鈥檚 feuded with top officials in , , the European Union and over the balance between free speech and the spread of harmful misinformation. And he in his native South Africa of 鈥渙penly pushing for genocide of white people.鈥�

鈥淓lon Musk is a master of the media and controls one of the world鈥檚 largest microphones. Musk understands the power of social media in shaping a political narrative,鈥� said Emarketer analyst Jasmine Enberg.

鈥淭he concern is that as he pushes his own political agenda, X could suppress viewpoints that oppose Musk鈥檚 own, either intentionally or by nature of the platform becoming more partisan. That could turn off users who feel marginalized on the platform, and disillusion some who may have earlier bought into his free speech mantra.鈥�

Musk鈥檚 political shift playing out on X comes as other social media platforms, notably Meta鈥檚 Facebook and Instagram, are shying away from politics. Meta CEO Mark Zuckerberg has never endorsed a presidential candidate 鈥� and in February, the world鈥檚 largest social media company announced it to people who don鈥檛 already follow such accounts.

Lately, Zuckerberg appears to contrast Musk in other ways too. While as recently as January, the Facebook founder was testifying before Congress about the harm his platform has caused children, he seemed to have embraced a more stylish look that includes gold chains, longer curls and a beaming confidence coupled with slightly self-deprecating humor that seems to embrace his eccentricities.

On July 4, for instance, he posted a video of himself riding an electric surfboard, wearing a tuxedo and holding a can of beer in one hand and an American flag in the other. The online response was far more positive than to a 2021 surfing photo, where he鈥檚 seen slathered in so much sunscreen it looks like he is wearing a white mask.

Musk, meanwhile, is veering from cool nerd territory into what , the elder stateswoman of tech journalism, recently called 鈥渢he Howard Hughes portion鈥� of an inevitable decline. He鈥檚 sparring with those who disagree with him 鈥� be they foreign governments or people infected by what he calls the 鈥渨oke mind virus.鈥�

Last week, the to act more responsibly after the tech billionaire used X to unleash a barrage of posts that risk inflaming violent unrest gripping the country.

Justice Minister Heidi Alexander made the comments after Musk posted a comment saying that 鈥淐ivil war is inevitable鈥� in the U.K. Musk later doubled down, highlighting complaints that the British criminal justice system treats Muslims more leniently than far-right activists and comparing Britain鈥檚 crackdown on social media users to the Soviet Union.

Officials at X did not immediately respond to requests for comment.

Of course, some of Musk鈥檚 current battles over free speech are similar to those that the previous Twitter administration was fighting in repressive regimes that have, at times, restricted or blocked access to the platform to suppress dissent. In Venezuela, for instance, President Nicol谩s on access to X in the country last week 鈥� the latest in a series of efforts by his government to try to suppress information sharing among people voicing doubts about his claim to victory in the . Maduro accused X of being used by his opponents to create political unrest, and gave the company 10 days to 鈥減resent their documents,鈥� but he gave no additional details.

Musk鈥檚 antics are unlike any other Big Tech leader, and while it may be off-putting to a segment of his X user base, it could also attract eyeballs to his platform. Could this all be part of a broader plan? After all, despite publicly criticizing Musk鈥檚 antics, those on .

鈥淴 has remained surprisingly resilient throughout the recent controversy,鈥� Enberg said. 鈥淭hat鈥檚 in no small part due to consumer fascination with conspiracy theories and Elon Musk himself.鈥�