The Evolution of Twitter: An Entangled History of Intermedia Relationships
Abstract
This article introduces an evolutionary perspective for understanding the transformations in Twitter (now X) since its inception in 2006. Rooted in media evolution, this framework examines long-term, interdisciplinary, and complex facets of media change, focusing on understanding historical and contemporary shifts in the media ecosystem. The article addresses key questions such as the role of intermedia relationships in its evolution. After delineating the evolutionary framework and accentuating its core analytical categories, the article delves into Twitter’s evolutionary journey. Based on the idea that it is impossible to understand the evolution of a medium by isolating it from the other media, intermedia competition and cooperation relationships are highlighted throughout the analysis. The article evidences how Twitter influenced other media and was influenced by them; these movements could be considered as a part of an adaptation strategy in the context of a highly competitive environment. The concluding section summarizes the findings, discusses the ongoing process of platform homogenization, and initiates a discussion on the promises and limitations of applying an evolutionary approach to media change.