Enshittification

Why 'Enshittification' is the Australian Word of the Year (and Why You Should Care)

Discover why ‘enshittification’ is taking the Aussie lexicon by storm! This new buzzword captures everything from tech woes to our morning coffee—don't miss out!

In a world awash with buzzwords, it’s not every day that we witness a term rise to such notorious fame as 2024’s Word of the Year: ‘enshittification’. This cheeky slang, coined by British-Canadian blogger Cory Doctorow, outlines the sad descent of products and services into mediocrity—think social media platforms dwindling in quality with every new update, or your favourite takeaway coffee gradually morphing from craft to catastrophe. The Macquarie Dictionary has officially laid claim to this term, much to the delight of linguists and snarky netizens alike, showing that Aussie slang is as vibrant and relevant as ever.

But what does this trendy term really mean? Enshittification encapsulates the alarming phenomenon of gradual decline in service quality, especially as businesses lean more towards profits than people. Imagine a once-lively social media platform that’s now just a graveyard of cookie-cutter posts and endless ads—it’s not just sad; it’s downright ‘enshittified.’ With the relentless push for profit margins, these digital spaces transform into eerily familiar landscapes of disappointment, leaving users wondering when it all went wrong.

Interestingly enough, ‘enshittification’ didn’t just elbow its way to the top of the word list; it soared past competitors like ‘rawdogging’ and ‘brainrot.’ This selection reflects a deeper sentiment among Australians, who are not just passive consumers but vocal participants in shaping the quality of services they engage with. It also highlights the growing awareness around the impact of profit-driven motives in tech, emphasizing the need for greater accountability and quality control in our digital age.

As we embrace this new catchphrase, it beckons us to reflect: what products in our lives have we allowed to undergo ‘enshittification’? From the diminishing standard of live music gigs to the ever-evolving algorithms of our beloved streaming services, it’s clear we need to pull a hard line against mediocrity. The real kicker? It’s not just about tech—it can apply to anything from fast food to friend groups! So next time you partake in a rather dreadful service experience, remember: it might just be another casualty of enshittification.

Fun fact—Cory Doctorow, the mastermind behind this whimsical yet poignant term, is not just a wordsmith; he’s a fierce advocate for digital rights and has penned numerous works on technology’s influence on society. Also, while ‘enshittification’ sounds like a word that may have popped into existence yesterday, its roots can be traced back to 2022! So keep your eyes peeled; who knows what word will emerge from the rubble of reality next year!