Pluralistic: Quinn Slobodian and Ben Tarnoff's "Muskism: A Guide for the Perplexed" (21 Apr 2026)


Today's links


The Harpercollins cover for Quinn Slobodian and Ben Tarnoff's 'Muskism: A Guide for the Perplexed.'

Quinn Slobodian and Ben Tarnoff's "Muskism: A Guide for the Perplexed" (permalink)

Quinn Slobodian and Ben Tarnoff's Muskism: A Guide for the Perplexed seeks to describe the ideology that gave rise to Elon Musk, the social forces that gave rise to that ideology, and the terrible future that ideology seeks to bring about:

https://www.harpercollins.com/products/muskism-quinn-slobodianben-tarnoff?variant=43838135402530

The book's starting point is that "Muskism" isn't merely the things Musk says, believes and does. It's the ideology that coalesces around him, from the people in his wake and the people he follows. Just as Henry Ford neither defined "Fordism" nor precisely practiced it, "Muskism" is centered on Elon Musk, but it's not Elon Musk's creation.

So what is Muskism? To answer this question, Slobodian and Tarnoff enumerate the factors and influences that produced Musk himself. There's apartheid, with its "rational" system of technocratic authoritarianism, which blended together a life of luxury and plenty (for white settlers), brutal surveillance and state violence (for the Black majority) and fascist control over speech (for everyone), combined with a meat-grinder draft that saw young men of Musk's age being called up to suppress liberation uprisings.

Peak apartheid coincided with peak personal computing, the moment where PCs (and then, modems) were getting cheaper and faster, propagating like mushrooms, offering a young Musk access to a broad world outside of the fascist bubble of South Africa, inspiring global ambitions in Musk.

Closer to home, there's Musk's family: his grandfather, a grandiose and vicious white supremacist who moved to South Africa from Canada because of his love for apartheid and racial hierarchy. There's Musk's father, a violent and abusive fool.

Muskism is also a new variant on techno-libertarianism. Traditional techno-libertarianism seeks to dismantle the state – or better yet, exit from the state, in the manner of an Ayn Rand hero. Techno-libertarianism is intimately bound up with settler colonialism, ever on the hunt for an "empty land" (terra nullius) that can be settled without committing the original sin of expropriation, the gravest offense in a religion organized around the total sanctity of private property:

https://pluralistic.net/2022/06/14/this-way-to-the-egress/#terra-nullius

Muskism doesn't seek to exit the state, it seeks to colonize and control it. Long before DOGE, Musk was playing the organs of the state to his own tune, securing massive contracts and subsidies for his solar and rocketry businesses, relying on the massive, deep-pocketed government to keep his businesses afloat.

Obviously (DOGE!), Muskism also seeks to dismantle the state, but only the parts of it that can be transferred to Musk's own private hands. Muskism is about big government…for Musk, but not for you. It embodies that important conservative value summarized in Wilhoit's Law:

There must be in-groups whom the law protects but does not bind, alongside out-groups whom the law binds but does not protect.

https://crookedtimber.org/2018/03/21/liberals-against-progressives/#comment-729288

This is Musk through and through – a man who demands the right to call innocent strangers "pedo guy" without legal consequence; and also wields the power of the state to shutter businesses that boycott his platform because of its shitty practices:

https://www.findlaw.com/legalblogs/courtside/elon-musk-sues-advertisers-who-boycott-x-under-anti-trust-laws/

Musk grew up on science fiction novels and weaves stfnal tropes through his offerings (for example, calling his chatbot "Grok"). There's no shortage of reactionary politics in science fiction, but Musk doesn't confine his sf-inspired cosmology to reactionary literature. He's famously very fond of the Wachowskis' "Matrix" movies, and leans heavily into the metaphor of the Matrix in explaining his interest in wiring people directly into computers, in characterizing opposing political beliefs as "mind viruses," and in calling his political enemies "NPCs":

https://pluralistic.net/2025/08/18/seeing-like-a-billionaire/#npcs

But Musk's relationship to this metaphor differs in a subtle and important way from the right's "Red Pill" rhetoric. Musk doesn't want to break out of the Matrix – he wants to control the Matrix. He wants to decide which opinions you're allowed to see and discuss (because "most people have weak firewalls for bad ideas"), he wants to beam ideas directly into your neural link, and he wants to abolish any form of workplace democracy, conquering the world with South African baasskap (boss-ism):

https://en.wikipedia.org/wiki/Baasskap

Throughout this slim volume, Slobodian and Tarnoff tease these strains of thought out of Musk's deeds and utterances, and in the systems that he has built or colonized through acquisition. The authors are offering more than a psychoanalysis, though – they're surfacing the material basis for Muskism, the benefits it delivers to its adherents, and the victories it has racked up.

They reveal the method in Musk's chaotic and bullying management style, and recount the times Musk has successfully shattered sclerotic processes to make real breakthroughs, especially in aerospace. You'd be hard pressed to read these passages and without feeling some grudging admiration.

Muskism gets stuff done…sometimes. At a cost. A high cost. Tarnoff and Slobodian count that cost, identify who pays it, and conjure up the world in which those costs continue to mount for all of us.

It's a chilling vision, a Torment Nexus dystopia run by someone who thinks cyberpunk was a suggestion, not a warning.

Hey look at this (permalink)


A shelf of leatherbound history books with a gilt-stamped series title, 'The World's Famous Events.'

Object permanence (permalink)

#15yrsago US, EU want to delay copyright treaty to help blind people for 3-5 years https://web.archive.org/web/20110423170607/http://keionline.org/node/1114

#15yrsago Is sugar a poison? https://www.nytimes.com/2011/04/17/magazine/mag-17Sugar-t.html?_r=1&pagewanted=all

#15yrsago More watch-part motorcycles https://ummaisoumenos.blogspot.com/2008/11/miniaturas-fantsticasbikesfeitas-de.html

#15yrsago Seeds: comic-book memoir of father’s cancer is moving, sweet https://memex.craphound.com/2011/04/19/seeds-comic-book-memoir-of-fathers-cancer-is-moving-sweet/

#10yrsago Something New: frank, comedic, romantic memoir of a wedding in comic form https://memex.craphound.com/2016/04/19/something-new-frank-comedic-romantic-memoir-of-a-wedding-in-comic-form/

#10yrsago Ben and Jerry arrested at Democracy Spring demonstration in DC https://web.archive.org/web/20160419173913/https://www.msn.com/en-us/news/us/co-founders-of-ben-and-jerrys-arrested-at-us-capitol/ar-BBrW5tb?li=BBnb7Kz

#10yrsago Competing construction companies stage a bulldozer fight in a busy street https://www.youtube.com/watch?v=UrtnIImGipg

#10yrsago Chicago Police Accountability Task Force Report: racism, corruption, and a “broken system” https://chicagopatf.org/wp-content/uploads/2016/04/PATF_Final_Report_4_13_16-1.pdf

#5yrsago Facebook's tonsils https://pluralistic.net/2021/04/19/tonsilitis/#mod-traum

#1yrago Against transparency https://pluralistic.net/2025/04/19/gotcha/#known-to-the-state-of-california-to-cause-cancer

Upcoming appearances (permalink)

A photo of me onstage, giving a speech, pounding the podium.


A screenshot of me at my desk, doing a livecast.

Recent appearances (permalink)


A grid of my books with Will Stahle covers..

Latest books (permalink)


A cardboard book box with the Macmillan logo.

Upcoming books (permalink)

  • "The Reverse-Centaur's Guide to AI," a short book about being a better AI critic, Farrar, Straus and Giroux, June 2026 (https://us.macmillan.com/books/9780374621568/thereversecentaursguidetolifeafterai/)

  • "Enshittification, Why Everything Suddenly Got Worse and What to Do About It" (the graphic novel), Firstsecond, 2026

  • "The Post-American Internet," a geopolitical sequel of sorts to Enshittification, Farrar, Straus and Giroux, 2027

  • "Unauthorized Bread": a middle-grades graphic novel adapted from my novella about refugees, toasters and DRM, FirstSecond, 2027

  • "The Memex Method," Farrar, Straus, Giroux, 2027


Colophon (permalink)

Today's top sources:

Currently writing: "The Post-American Internet," a sequel to "Enshittification," about the better world the rest of us get to have now that Trump has torched America. Third draft completed. Submitted to editor.

  • "The Reverse Centaur's Guide to AI," a short book for Farrar, Straus and Giroux about being an effective AI critic. LEGAL REVIEW AND COPYEDIT COMPLETE.

  • "The Post-American Internet," a short book about internet policy in the age of Trumpism. PLANNING.

  • A Little Brother short story about DIY insulin PLANNING

This work – excluding any serialized fiction – is licensed under a Creative Commons Attribution 4.0 license. That means you can use it any way you like, including commercially, provided that you attribute it to me, Cory Doctorow, and include a link to pluralistic.net.

https://creativecommons.org/licenses/by/4.0/

Quotations and images are not included in this license; they are included either under a limitation or exception to copyright, or on the basis of a separate license. Please exercise caution.

How to get Pluralistic:

Blog (no ads, tracking, or data-collection):

Pluralistic.net

Newsletter (no ads, tracking, or data-collection):

https://pluralistic.net/plura-list

Mastodon (no ads, tracking, or data-collection):

https://mamot.fr/@pluralistic

Bluesky (no ads, possible tracking and data-collection):

https://bsky.app/profile/doctorow.pluralistic.net

Medium (no ads, paywalled):

https://doctorow.medium.com/

Tumblr (mass-scale, unrestricted, third-party surveillance and advertising):

https://mostlysignssomeportents.tumblr.com/tagged/pluralistic

"When life gives you SARS, you make sarsaparilla" -Joey "Accordion Guy" DeVilla

READ CAREFULLY: By reading this, you agree, on behalf of your employer, to release me from all obligations and waivers arising from any and all NON-NEGOTIATED agreements, licenses, terms-of-service, shrinkwrap, clickwrap, browsewrap, confidentiality, non-disclosure, non-compete and acceptable use policies ("BOGUS AGREEMENTS") that I have entered into with your employer, its partners, licensors, agents and assigns, in perpetuity, without prejudice to my ongoing rights and privileges. You further represent that you have the authority to release me from any BOGUS AGREEMENTS on behalf of your employer.

ISSN: 3066-764X

Join the Discussion at ChinWag