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