Macquarie's Word: Why Enshittification?

Tecfai Editorial Team

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Post on Nov 30, 2024

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Macquarie Dictionary's "Enshittification": Why This Word Matters

The Macquarie Dictionary, Australia's leading authority on the English language, recently added a new word that's sparked significant conversation: enshittification. While the word itself might seem, well, shitty, its inclusion highlights a crucial aspect of modern language – our need to name and understand increasingly complex social and technological phenomena. This article delves into the meaning, origins, and implications of this unexpected addition to the Australian lexicon.

Understanding "Enshittification"

The word itself is a portmanteau, a blend of "shit" and "ification," signifying the process of something becoming progressively worse, often through neglect, degradation, or the cynical pursuit of profit. It describes a deliberate or unintentional decline in quality, functionality, or user experience. This isn't just about minor inconveniences; enshittification implies a systemic corruption of something once good or functional.

Think about it: have you ever experienced a once-beloved website becoming cluttered with ads, harder to navigate, and ultimately less useful? That's enshittification in action. Or perhaps a beloved local shop, slowly losing its charm and quality due to cost-cutting measures? That too falls under the umbrella of this increasingly relevant term.

The Origins and Linguistic Significance

The term’s origins are less clear-cut. While its precise creator remains unknown, its viral spread through internet forums and discussions demonstrates its resonance with many experiencing similar frustrations in various aspects of modern life. The Macquarie Dictionary’s inclusion signals a shift – a formal recognition of a word organically born from the lived experiences of its users. This highlights the dictionary's evolving role in reflecting the dynamic nature of language and its ability to adapt to contemporary issues.

This isn't just about adding a new swear word; it’s about acknowledging a process. The word's structure itself is indicative of the feeling it evokes – the bluntness of "shit" paired with the formal suffix "-ification" creates a jarring yet accurate descriptor of the process.

Examples of Enshittification in Everyday Life

• Streaming Services: The increasing number of ads, price hikes, and account sharing restrictions on streaming platforms perfectly exemplify enshittification. Initially offering a convenient and high-quality viewing experience, many services now grapple with a decline in user satisfaction.

• Social Media: The algorithms that prioritize engagement over genuine connection, the proliferation of misinformation, and the rise of toxic online environments all contribute to the enshittification of social media platforms.

• Software and Apps: The gradual decline in functionality, the introduction of unnecessary features, and the increasing prevalence of bugs and glitches in software and apps represent enshittification in the digital sphere.

Why It Matters: More Than Just a Trendy Word

The inclusion of enshittification in the Macquarie Dictionary isn't simply a linguistic quirk; it's a reflection of a growing societal frustration. The word provides a concise and powerful way to articulate a common experience, fostering a shared understanding of the processes that degrade various aspects of our lives. By giving a name to this phenomenon, we can better understand it, analyze its causes, and perhaps even work towards mitigating its effects. The word acts as a crucial tool for societal critique, allowing us to call out and challenge those responsible for this decline in quality.

The addition of enshittification marks a significant moment, not just for lexicography, but for social commentary. It’s a powerful testament to the evolving language reflecting our complex and often frustrating modern realities. It invites us to be more critical consumers, demanding better from the services and products we rely upon. This seemingly profane word might just be the beginning of a crucial conversation.