Dear Reader,

If you have used Twitter (now X) even cursorily, you would be familiar with how the right-wing, including Bharatiya Janata Party supporters, use the platform to spread their messaging.

X's lax content moderation under American billionaire Elon Musk has only amplified concerns over the proliferation of hate speech, divisive content and misinformation. Globally too, Musk’s takeover of X has sparked concerns over a shift towards free speech absolutism, where harmful content thrives under the guise of engagement.

Scroll reporter Abhik Deb has painstakingly examined how X has become more toxic due to “engagement farming,” a practice where users post provocative content to maximise their presence. This trend has escalated since Musk introduced an ad revenue-sharing model that rewards verified users based on engagement.

There is a reason your X feed has turned more toxic. Have you heard of ‘engagement farming’?

Provocative and socially divisive posts from paid users are getting more traction due to changes in policy under Elon Musk, experts say.

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Researchers suggest that posts designed to spark controversy, such as Ishan Sharma’s post about tipping in New York, gain disproportionate traction. This has made the platform more appealing to users seeking viral fame, despite diminishing ad revenues for the platform itself.

This gives rise to concerns that X, in trying to keep up with its competitors, will favour policies that encourage "rage baiting". 

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Team Scroll