What does Enshittification mean?
Enshittification describes the gradual decay of online platforms as they prioritize profit over user experience.
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Slang. Also written enshitification, enshittify, enshittified, the Great Enshittening.
Where it comes from
Coined by tech writer Cory Doctorow in a November 2022 blog post, the term was later popularised in a January 2023 essay for Wired. Etymological roots trace back to isolated uses around 2009 and 2013. It quickly spread across tech journalism and was named Word of the Year by the American Dialect Society for 2023 and the Macquarie Dictionary for 2024.
How it is actually used
The term carries a critical, profane, and analytical tone used by tech journalists, economists, and frustrated users venting about algorithm changes or platform degradation. Originally defining a specific three-stage economic process of value extraction, its meaning has broadened to cover general corporate cheapening. It is commonly misused as a catch-all for anything that gets worse, ignoring the specific multi-sided platform mechanism.
Examples
- "another app ruined by enshittification"
- "the feed is completely enshittified with ads now"
- "we are living through the Great Enshittening"
Can a brand use it? Avoid on a brand account
Contains explicit slang and profanity, making it unsuitable for formal brand channels. Using it to criticise competitors also invites accusations of hypocrisy if your own service changes terms or pricing.
Related terms
Frequently Asked Questions
What does enshittification mean?
It refers to the systematic decay of platforms that start by attracting users, then shift to favoring advertisers, and finally degrade quality to extract maximum value for shareholders.
Who coined the term enshittification?
Canadian-British author and tech writer Cory Doctorow formalized the term in late 2022 before popularising it in early 2023.
Is enshittification an official dictionary word?
Yes, it was recognised as Word of the Year by the American Dialect Society for 2023 and Australia’s Macquarie Dictionary for 2024.
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