The Facebook CEO tried to take cover after the rain of criticism from his employees and managers (and the losses on the stock exchange), defining himself “disgusted” by Trump’s comments on the demonstrations, announcing donations of 10 million dollars to the working groups on racial justice, but his failure to take a position on Twitter’s decision to mark the presidential tweets “promoters of violence” was enough to nail him. Indeed, by calling his Facebook “an institution dedicated to freedom of expression”, Zuckerberg made things worse. In the hyper polarized era of Trump, neutral communication was perceived as a surrender to the state of affairs.
The CEO of SpaceX, fresh from the launch of (private) America in space, asked for justice for Floyd, stigmatized the non-imputation of the agents present without intervening on the accused of murder, the policeman Derek Chauvin, but in the aftermath of the speech of Trump on the mobilization of the army to stop the unrest and the photo opportunity of the president with the Bible, he decided, with suspicious timing, after thousands of chirps to “take a break from twitter”. Pecking a “cowardly” sound from the official account of the ‘Black Lives Matter’ campaign.
That Trump is a champion in polarizing, in creating the classic one-against-all dynamic, and in capitalizing on it electorally, is nothing new. Looking at the world of business, and in particular tech, what he managed to achieve in the management of the Floyd tragedy is an unprecedented ‘masterpiece’. Apple, Amazon, Google, Microsoft, Spotify, Twitter, Snap. All, without if and without but, support the campaigns against racism in the United States, some like Google are also contributing financially. And speaking of finance, the top four, with Facebook, last January, therefore pre-pandemic values, were worth a total of 5,200 billion dollars, 11% more than just five years ago. It was the US FactSet study center, according to which the five big companies represent 17% of the S&P 500 US stock market index, up 11% on 2015.
In short, we are talking about a substantial portion of the American economy, and above all a powerful war machine capable of generating debate and consensus in view of the November vote.
“This is not the time to stay in the window,” said Apple’s Tim Cook, who is in good company.
In recent days, Microsoft CEO Satya Nadella also addressed the issue of racism in a speech to employees. Amazon intervened with a tweet in which it states: “The unfair and brutal treatment of blacks in our country must end. We sympathize with the black community in the fight against systemic racism and injustice. ” While the now ‘publisher on the field’ Twitter has changed the image of his account, replacing the blue bird with a black one in support of the #blacklivesmatter. And TikTok, the teen social network to which even local politicians like Salvini wink, showed its users a message of support. “We are with the black community and we are proud to provide a platform where #blacklivesmatter and #georgefloyd generate powerful and important content with over a billion views”.
Billions of dollars and billions of views. Explosive cocktail to deal with if you want to run around the White House.