Enshitification (noun) or Enshitify (verb): refers to the gradual decline in
quality of digital platforms and services, typically following a predictable pattern: platforms initially offer great value to attract users, then exploit those users to attract
business customers, and finally abuse both groups to maximize profits for shareholders. This can also apply to organizations or individuals who premeditatively act with sentient malfeasance to make circumstances worse for themselves or for others.
The term was coined by journalist
Cory Doctorow to describe how
internet platforms become progressively worse over time. Examples include social media sites increasing ads and reducing
organic reach, streaming services fragmenting content across multiple paid tiers, or search engines prioritizing paid results over useful information.
The process usually involves platforms leveraging their market dominance and user
lock-in effects to extract more value while providing less utility, ultimately degrading the user experience in favor of short-term financial gains.
Example 1:
Wang: “Ashok, your LinkedIn enshitification KPIs are below expectations. Make them rise like your H-1B and RSUs depend on it.”
Ashok: “
Wang, I
will add videos of ‘Gen-Z Stare’ and ‘Marketing Tips from the Trailerpark’ to the feeds of everyone with at least twenty years of professional experience.”
Wang: “Very good. Now let’s ensure our enshitification KPIs and layoff some US citizens. That
will get those RSUs up, too.”
Example 2:
SLC Station Owner: “I want to sell this here rim-shot signal with a
loyal following and awesome deejays who know their stuff to Odd-Assy, IfartRadio, La Invasora de Culo, or K-Jeebus. Can you help me?”
Slick Radio Consultant: “Well, the first step in pre-sale enshitification is to take the
music your
loyal listeners enjoy, such as Stan Ridgway, Prefab Sprout and Ocean Blue and mix in some Coldplay, Evanescence and Linkin Park!”
SLC Station Owner: “That’s a great start there, sparky, but can you get me closer to sale? I need to retire to Mesquite!”
Slick Radio Consultant: “Fast-Track enshitifcation has you firing all of the beloved deejays, pissing-off the
loyal listeners, and that check
will clear in no time. Enjoy Mesquite!”
Example 3:
2024 American Voter: “I want to ensure rightful enshitification of 'murica for generations to come!”
2024 American Voter: Makes corresponding selection, belches, and goes for a Dairy
Queen Hung'r'buster Meal afterwards
