In 2024, the term “enshittification” entered dictionaries worldwide and illustrates how platforms progressively erode quality for profit.
Word Of The Year
In 2024, “enshittification” was named word of the year by the Macquarie Dictionary and recognized by the American Dialect Society. Merriam-Webster added it to its Twitter feed, sparking widespread attention.
Meaning and Polish Translations
Macquarie defines enshittification as the gradual degradation of a service or product through quality cuts, especially for profit. In Polish, it is most often rendered as “gównowacenie,” a play on “lodowacenie.” Alternatives such as “fekalizacja” exist but are less common.
Three Phases of Enshittification
Canadian writer Cory Doctorow, who coined the term, outlined a three‑step model. First, a platform’s core service worsens; second, it floods feeds with unwanted content, often paid media; third, the platform privileges its own long‑form posts and ramps advertising, squeezing revenue away from users.
Facebook’s Decline
Doctorow cites Facebook as a classic example: originally a community platform, it became saturated with corporate posts, then shifted to favor internal content and ads. Today it is largely abandoned by older users, though many migrate to its sister app, Instagram.
The Power of Tech Titans
Large platforms can worsen without regulation, especially when a handful of wealthy actors control the market. Mark Zuckerberg’s acquisition of Instagram, and similar moves by other tech giants, illustrate how competition often turns into ownership.
History of Anti‑Monopoly
In early 20th‑century America, powerful corporations like Standard Oil formed monopolies, prompting the passage of antitrust laws. Satirical cartoons of the era depicted oil magnates as octopuses swallowing the Capitol.
European Remedies
The EU’s Digital Markets Act promotes competition by limiting the abuse of market dominance. A recent directive on repair rights urges manufacturers to provide post‑warranty repair options, but current tech‑licensing safeguards still restrict user intervention.
Future Possibilities
Doctorow proposes that allowing tools to modify platform algorithms could reverse enshittification. Skeletal examples include ad blockers, driver‑control dashboards for rideshare apps, or aftermarket software for electric cars. Such flexibility, he argues, would empower users and spur European startups.
