Witnessing the so-called “cringe” media presence of tech billionaires who wield more power than they should is like watching a car accident—tragic but impossible to look away from.
A recent opinion article in The Guardian calls out wealthy tech giants Elon Musk and Mark Zuckerberg, not for the massive global influence they wield, but for their hard-to-watch behaviour.
From #dorkmaga and the viral photo of Musk jumping in the air at a Pennsylvania Trump rally to Zuckerberg’s appearance on Joe Rogan’s podcast, the world has been subjected to their pitiful, yet blatant attempts to appeal to President Trump, right-wing masses, and the alpha-male crowd.
While it’s amusing to humble such powerful figures, over-indulging in the sensationalization of their antics distracts from critically engaging with their political influence and its long-term consequences. Just because powerful men trivialize societal issues, doesn’t mean we should, too.
Superficial criticisms of Zuckerberg’s masculine makeover or the contents of Musk’s Tweets barely scratch the surface of what it means for non-political figures to hold such weight in political decision-making. It’s not enough to criticize their actions and behaviours—we need to recognize root issues and understand how they impact human lives.
The emphasis on Musk’s and Zuckerberg’s physical appearances and behavioural conduct, over the content of their actions, is reminiscent of how media coverage commonly captures women in politics. An analysis of gender differences in political media coverage found that compared to men, reports on women political figures tend to highlight non-political aspects, such as personality traits, physical appearance, and gendered stereotypes.
ittedly, it’s refreshing to see the tables turned in a parodied fashion. Labelling male figures as “nerds” or “losers” exposes their attempt to earn a seat at the “big boy table” by clinging to misogynistic views while asserting dominance, aggression, and toxic masculinity.
Yet, humorous critiques can only do so much before it’s realized how ineffectively they promote productive political dialogue. What we need are constructive solutions that address the root causes of the systems that enable wealthy men to have influence.
More pressing than Zuckerberg’s and Musk’s embarrassing portrayals, is how their platforms polarize citizens and alter the opinions of impressionable followers looking for a leader. Billionaires use their resources and to promote ideologies that oppress vulnerable communities. But such abhorrent realities get tossed on the back burner when all we focus on is how cringy they look while doing it.
Let’s not disservice ourselves by continuing to grant these men a platform—it’s the last thing they deserve. Our political conversations must expand beyond superficial evaluations of leaders and influential figures and encom more action toward protecting our values.
Confronting what’s cringe isn’t easy, but being uncomfortable with men who have dangerous amounts of power is the first step in recognizing something needs to change.
—Journal Editorial Board
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