‘Enshittification’ is coming for absolutely everything

Last year, I coined the term “enshittification” to describe the way that platforms decay. That obscene little word did big numbers; it really hit the zeitgeist.

The American Dialect Society made it its Word of the Year for 2023 (which, I suppose, means that now I’m definitely getting a poop emoji on my tombstone).

So what’s enshittification and why did it catch fire? It’s my theory explaining how the internet was colonised by platforms, why all those platforms are degrading so quickly and thoroughly, why it matters and what we can do about it. We’re all living through a great enshittening, in which the services that matter to us, that we rely on, are turning into giant piles of shit. It’s frustrating. It’s demoralising. It’s even terrifying.

I think that the enshittification framework goes a long way to explaining it, moving us out of the mysterious realm of the “great forces of history”, and into the material world of specific decisions made by real people; decisions we can reverse and people whose names and pitchfork sizes we can learn.

Enshittification names the problem and proposes a solution. It’s not just a way to say “things are getting worse”, though, of course, it’s fine with me if you want to use it that way. (It’s an English word. We don’t have ein Rat für englische Rechtschreibung. English is a free-for-all. Go nuts, meine Kerle.) But in case you want to be more precise, let’s examine how enshittification works. It’s a three-stage process: first, platforms are good to their users. Then they abuse their users to make things better for their business customers. Finally, they abuse those business customers to claw back all the value for themselves. Then, there is a fourth stage: they die.

Let’s do a case study. What could be better than Facebook?

Facebook arose from a website developed to rate the fuckability of Harvard undergrads, and it only got worse after that. When Facebook started off, it was only open to US…