Money, lies, and power: How South Africans see Elon Musk

The Global South World research puts together results from media monitoring, incorporating findings from trends, keywords, engagement and mentions both on traditional and social media platforms.

Elon Musk's involvement in Starlink, the satellite internet company, was a major point of debate. Some South Africans criticised Musk for saying Starlink was not allowed in the country because of race-based policies.

They saw this as an attempt to mislead people and stir controversy. Others felt he was simply trying to expand his business interests.

A total of 82.3 thousand online mentions were observed throughout the monitoring period whereas total engagement measured in likes amounted to 572 thousand.

With words like “money, disinformation, lies”, the report which analysed online discussions indicated the negative perception of South Africans about the global billionaire.

 While some questioned Elon Musk’s influence, with debates over his wealth, ownership of major platforms, and role in spreading misinformation, others accused him of using his power to shape global narratives, spread lies and only serve the rich.

Critics point to his control over X, formerly Twitter, as an example of how billionaires can influence what people see online. Some believe his platform allows misinformation to spread unchecked, while others argue that it gives people more freedom to speak.

Musk’s past has also come under scrutiny. Born in Pretoria South Africa, his family is said to have benefited from racial hierarchy during the apartheid.  He was raised in a wealthy family. His father was involved in the Pretoria City Council and the Progressive Federal Party, and his mother's family was linked to promoting technocracy and South African apartheid.

His family’s wealth during apartheid, his ties to powerful governments, and his statements on race and politics have sparked fresh debates.

The study also found words like "government" and "ownership" in both positive and negative discussions. Some view Musk’s business success as inspiring, while others question how much control billionaires should have over important industries like technology and space exploration.

Words like “lucky winners, giveaway, help and brilliant coverage” were among the top positive keywords used by South Africans to describe the billionaire.

One analyst said, "Elon Musk is either a genius shaping the future or a billionaire playing by his own rules—depending on who you ask."

Many South Africans still see him as a success story, but others say he has little real connection to the country today.

Here is a compilation of the top negative words used to describe Elon Musk in South Africa. The data was compiled by Majoritas.