Do you feel like social media platforms are becoming less useful? You might have noticed that instead of seeing posts from your friends, you're getting more algorithm-driven content. There’s a term that describes this decline: “enshittification”.
And now, it’s been chosen as the Australian Dictionary Word of the Year.
What is enshittification?
Australia’s Macquarie Dictionary has announced "enshittification" as its Word of the Year for 2024. The term refers to the gradual deterioration of a product or service, especially online platforms, due to businesses prioritising profit over quality. The word was selected by the dictionary's expert committee and was also voted People’s Choice Winner, according to international report.
The term is described as "a very basic Anglo-Saxon term wrapped in affixes which elevate it to being almost formal; almost respectable," the committee said. They added, “This word captures what many of us feel is happening to the world and to so many aspects of our lives at the moment.”
Interestingly, “enshittification” was also named the American Dialect Society's Word of the Year in 2023.
How enshittification came to be
The word was first coined in 2022 by Cory Doctorow, a British-Canadian blogger and journalist, to describe how once-popular digital platforms have deteriorated over time. Doctorow observed that many platforms, such as streaming services, began charging users extra to avoid ads, an example of how businesses seek more profits at the cost of the user experience.
Doctorow explained that this decline happens in three stages:
- Platforms are good to users.
- They begin exploiting users to please business customers.
- Finally, they exploit those business customers to maximise profits for themselves.
The term “enshittification” is particularly used in reference to social media platforms, which once served users well but have become overrun with ads and algorithm-driven content.
Major platforms like Facebook, X (formerly Twitter), and Instagram have shifted focus from user-centric services to ad-heavy, algorithm-powered content. For instance, on Instagram, users now see more content pushed by algorithms rather than posts from friends.
The right to disconnect and other special mentions
The Macquarie Dictionary also gave special mention to two other terms: “right to disconnect” (RTD) and “rawdogging”.
The right to disconnect refers to the law allowing employees to ignore work-related messages or calls outside of their working hours. On the other hand, rawdogging refers to passengers on long-haul flights who choose to travel without any entertainment.
Another term that stood out in the People's Choice voting was “brainrot”, which refers to content that is considered mentally unstimulating. The term “social battery”, which describes a person’s energy level for social interactions, also received honourable mention.
Why enshittification matters
Cory Doctorow, who coined the term, believes there is hope for change. He advocates for better regulation, increased competition, and more user control over social media platforms.
He calls for “disenshittification”, the idea of reversing the decline caused by enshittification. While Doctorow feels that big tech companies may be beyond saving, he believes they can be destroyed by the right reforms.
In conclusion, “enshittification” has become a widely used term to describe the decline of social media and other platforms due to profit-driven decisions.
As the Australian Dictionary’s Word of the Year, it highlights the widespread frustration users feel about social media’s shift away from serving them to prioritising business profits.
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