In fact, it’s the sweariness that people love about the word. While that also means his book title inevitably gets bleeped on broadcast radio, “The hosts, in my experience, love getting their engineers to creatively bleep it,” said Doctorow. “They find it funny. It’s good radio, it stands out when every fifth word is ‘enbeepification.’”
People generally use “enshittification” colloquially to mean “the degradation in the quality and experience of online platforms over time.” Doctorow’s definition is more specific, encompassing “why an online service gets worse, how that worsening unfolds,” and how this process spreads to other online services, such that everything is getting worse all at once.
For Doctorow, enshittification is a disease with symptoms, a mechanism, and an epidemiology. It has infected everything from Facebook, Twitter, Amazon, and Google, to Airbnb, dating apps, iPhones, and everything in between. “For me, the fact that there were a lot of platforms that were going through this at the same time is one of the most interesting and important factors in the critique,” he said. “It makes this a structural issue and not a series of individual issues.”
It starts with the creation of a new two-sided online product of high quality, initially offered at a loss to attract users—say, Facebook, to pick an obvious example. Once the users are hooked on the product, the vendor moves to the second stage: degrading the product in some way for the benefit of their business customers. This might include selling advertisements, scraping and/or selling user data, or tweaking algorithms to prioritize content the vendor wishes users to see rather than what those users actually want.
This locks in the business customers, who, in turn, invest heavily in that product, such as media companies that started Facebook pages to promote their published content. Once business customers are locked in, the vendor can degrade those services too—i.e., by de-emphasizing news and links away from Facebook—to maximize profits to shareholders. Voila! The product is now enshittified.