The Birth of a Meme Legend

In 2010, a simple photo of a Shiba Inu named Kabosu, owned by a woman in Sakura, Japan, became an unlikely sensation on the internet. The image of Kabosu with her wide-eyed glance quickly went viral, spreading from Tumblr to Twitter and beyond. The dog was soon dubbed "DOGE," a playful, nonsensical nickname that stuck. Over time, the DOGE meme evolved, even inspiring a cryptocurrency named after the beloved dog. Fifteen years later, DOGE has become a relic of early internet culture, yet its influence endures. Elon Musk, the billionaire entrepreneur, has embraced the DOGE meme as a symbol of his campaign to overhaul the federal government, which he has cheekily dubbed the "Department of Government Efficiency" (DOGE). For Musk, DOGE represents more than just a meme; it’s a nod to the internet’s quirky, irreverent spirit and a way to connect with a generation steeped in online culture.

Elon Musk: The King of Nostalgic Internet Culture

Elon Musk’s online presence is a time capsule of early 2010s internet culture. His social media feeds are filled with memes, jokes, and slang that were popular over a decade ago. From referencing "420" (a term associated with marijuana culture) to incorporating the number "69" (a sexual reference with roots in ancient texts like the Kama Sutra), Musk’s humor is decidedly retro. He frequently uses terms like "epic" and "based," adjectives that gained traction on Reddit and among fans of Joss Whedon’s "Buffy the Vampire Slayer." Musk’s fans see his nostalgic internet references as a form of comfort food—a reminder of a shared online history. To them, his dated sensibilities are a badge of authenticity, signaling that he understands their worldview and values. Musk’s ability to speak this language has helped him build a loyal following, particularly among gamers and younger people who feel disconnected from mainstream culture.

The Power of memes and Inside Jokes

Musk’s use of memes and inside jokes has become a defining feature of his online persona. He often posts images and references that are coded with meaning for his followers, creating a sense of exclusivity and shared experience. For example, he frequently incorporates characters like Wojak, a crude cartoon figure popularized on 4chan, into his posts. These images are often paired with captions that critique government bureaucracy or celebrate his vision for the future. While these posts may seem nonsensical to outsiders, they resonate deeply with his fanbase. Musk’s followers respond in kind, flooding his comments with their own memes and suggestions for how DOGE can "fix" the government. This feedback loop of humor and collaboration creates a sense of community, with Musk positioning himself as both a leader and a participant in the conversation.

The Triumph of Nerd Culture

Musk’s embrace of nerd culture is more than just a PR strategy; it’s a reflection of his personal identity. His fans see him as a champion of the "nerd" worldview, which values intellectual curiosity, technological innovation, and a healthy skepticism of authority. Musk’s Posts often reference video games, a medium that has been central to his online persona. He has compared his political opponents to "boss battles" and celebrated his own victories as if they were achievements unlocked in a game. This language resonates with gamers and other members of online subcultures who feel marginalized by mainstream society. For them, Musk’s nerdy humor and irreverent style are a breath of fresh air in a world they see as increasingly stale and "woke."

The Limits of an Online Persona

While Musk’s nostalgic internet persona has endeared him to his fans, it has also raised questions about his relevancy in the ever-evolving world of online culture. Many of the memes and references he uses are now over a decade old, and some critics argue that his style is beginning to feel outdated. For example, his recent appearance at the Conservative Political Action Conference (CPAC), where he quoted the Bhagavad Gita and declared himself "become meme," left many in the audience puzzled. Even some of his most ardent supporters have started to distance themselves from his increasingly eccentric behavior. As the internet moves on to new trends and memes, Musk’s stubborn attachment to the past risks alienating younger generations who are more in tune with current online culture.

Doubling Down on Meme Culture

Despite these criticisms, Musk shows no signs of abandoning his meme-driven approach. In recent weeks, he has doubled down on his online antics, posting hundreds of times a day on his X (formerly Twitter) account. His followers continue to validate his behavior, engaging with his posts and celebrating his irreverent style. For Musk, the internet is a space where he can be himself—equal parts visionary, provocateur, and nerd. His ability to connect with his fans through shared memes and inside jokes has created a sense of intimacy and authenticity that is rare for someone of his stature. While some may see his behavior as increasingly erratic or outdated, Musk’s fans view it as a testament to his commitment to staying true to his roots and his community. Love him or hate him, Elon Musk remains one of the most fascinating—and unpredictable—figures in the online world.