 "Is Elon Musk considering buying US media outlet MSNBC?")
Elon Musk, the world’s richest man and owner of X (formerly Twitter), has fired up speculation and anxiety about purchasing MSNBC.
What began as a series of memes and seemingly flippant remarks has spurred widespread debate about whether Musk, a prominent figure on the right and close ally of United States President-elect Donald Trump, has serious intentions to acquire the liberal-leaning network.
How did it come to this?
The rumours started last week when Comcast, MSNBC’s parent company, announced plans to spin off its cable networks, including MSNBC and CNBC, into a separate entity dubbed “SpinCo.”
This restructuring aims to enhance shareholder value and provide more focused investment opportunities for the new entity. However, it also fuelled speculation about the potential sale of individual channels.
Musk joined the fray after Donald Trump Jr posted on X, tagging the billionaire and saying, “Hey @elonmusk I have the funniest idea ever!!!” Musk replied with, “How much does it cost?”
How much does it cost?
— Elon Musk (@elonmusk) November 22, 2024
This response, coupled with Musk’s history of jokingly inquiring about purchasing Twitter years before actually buying it, raised eyebrows. Musk further fuelled the chatter with another post stating, “The most entertaining outcome, especially if ironic, is most likely,” followed by a laughing emoji.
The most entertaining outcome, especially if ironic, is most likely 😂 https://t.co/YX2EznXfoF
— Elon Musk (@elonmusk) November 22, 2024
How did social media react to the “Musk-MSNBC news”?
Musk’s interest — or mock interest — quickly snowballed into a social media frenzy. The Tesla and SpaceX CEO posted a series of memes mocking MSNBC, including one featuring a provocatively dressed woman labelled with the MSNBC logo tempting a celibate priest. Musk captioned it, “And lead us not into temptation.”
And lead us not into temptation … pic.twitter.com/0FG24fdwUc
— Elon Musk (@elonmusk) November 24, 2024
Meanwhile, Musk’s allies joined in the ridicule. Joe Rogan joked, “If you buy MSNBC, I would like Rachel Maddow’s job. I will wear the same outfit and glasses, and I will tell the same lies.”
If you buy MSNBC I would like Rachael Maddow’s job. I will wear the same outfit and glasses, and I will tell the same lies.
— Joe Rogan (@joerogan) November 22, 2024
Trump Jr chimed in with, “Since this is getting interesting, I’ll throw my hat in the ring as well. I’ll mimic Lawrence O’Donnell… minus the castration of course. That’s a bridge too far.”
Ok @elonmusk & @joerogan. Since this is getting interesting I’ll throw my hat in the ring as well. I’ll mimic Lawrence O’Donnell… minus the castration of course. That’s a bridge too far. https://t.co/nYUQTYJKdn
— Donald Trump Jr. (@DonaldJTrumpJr) November 23, 2024
Adding to the chaos, a doctored video of MSNBC host Rachel Maddow supposedly crying on air over Musk’s antics went viral. The clip, which falsely included a chyron reading “Elon Musk Posts Dangerous Meme,” was later debunked as an old segment from 2018 when Maddow became emotional discussing the Trump administration’s immigration policies.
Despite a Community Note clarifying the video’s origins, it was widely shared by Musk’s supporters, sparking further mockery.
What’s happening inside MSNBC?
Inside MSNBC, staffers reportedly expressed anxiety about the potential implications of Musk’s antics and the broader uncertainties posed by SpinCo’s creation. However, industry insiders clarified that Comcast has not placed MSNBC on the market.
Financial analysts, such as Benjamin Swinburne of Morgan Stanley, noted that SpinCo’s structure as a tax-free spinoff limits immediate divestitures due to tax implications. Swinburne explained in a note to investors last week, “Typically, we would expect a two-year waiting period before any potential further strategic action by SpinCo to preserve the tax-free nature of the spin.”
Also Read | How Trump 2.0 doesn’t guarantee Musk a cakewalk
Executives at SpinCo have signalled their intent to strengthen the network rather than sell it off. The goal is to be predators, not prey—buying new channels, not selling off old ones bit by bit, CNN quoted executives close to the matter.
Some MSNBC insiders even expressed optimism about the spinoff, hoping it would lead to increased investment in their operations.
Is Comcast even selling MSNBC?
Comcast’s leadership, led by CEO Brian Roberts, has not entertained the idea of selling MSNBC. The decision to form SpinCo is a strategic move to streamline operations and enhance profitability, not an indication of imminent sales.
Media analyst Craig Moffett told CNN, “There are only two media entities that Donald Trump dislikes more than CNN. One is MSNBC, and the other is NBC.”
For now, Musk’s comments about MSNBC appear to be in jest, but given his track record, many are hesitant to dismiss the possibility entirely. As Mark Cuban, another billionaire, told CNN, “I don’t think there is anything anyone can do to change the impact of linear TV news… What could they do differently? Manufacture conspiracy theories? Go all in on crypto?”
Is Elon Musk trying to control power through media?
Musk’s memes and mockery align with a broader trend that critics have labelled “media capture.” This phenomenon, seen in countries like Hungary under Viktor Orbán , involves powerful figures consolidating media control to advance specific political agendas.
On a recent episode of Vanity Fair’s “Inside the Hive,” Ian Bassin of Protect Democracy said, “I think we are in danger of seeing that happen across the American marketplace in all sorts of sectors.” Similarly, Gábor Scheiring, a former Hungarian MP, wrote in Politico that liberal-minded billionaires in the US must take proactive steps to prevent right-wing dominance of the media landscape.
While Musk has not confirmed any genuine plans to acquire MSNBC, his behaviour mirrors his approach to Twitter.
In 2017, Musk casually asked, “How much is it?” in response to a suggestion he should buy Twitter. Five years later, he purchased the platform for $44 billion , fundamentally reshaping its operations.
Musk’s unpredictable history ensures that the speculation won’t die down anytime soon.
With inputs from agencies
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