Thus spoke Zuckerberg: Journalistic discourse, executive personae, and the personalization of tech industry power

Abstract

As technology chief executive officers have become public figures, their personae operate as loci for journalistic discourse about the intersection of moral responsibilities, regulation, and political-economic power of the tech industry. They possess a power often construed as beyond the reach of politics or civil society to address. This study considers how the ubiquity of tech power has become a kind of common sense in journalistic discourse, specifically looking at news, commentary, and analysis that has circulated around Facebook’s Mark Zuckerberg since 2016, arguing that even as critiques of Zuckerberg’s moral fitness and leadership capacity proliferate, they construct the epistemic bounds within which tech industry power over American public life is understood as legitimate, even as journalists and commentators question certain executives’ ability to wield the tech industry’s infrastructural and cultural power.