it s not your job to fix The concept of enshittification, as coined by author and activist Cory Doctorow, encapsulates the growing frustration many users feel towards major online platforms.
it s not your job to fix
Understanding Enshittification
Enshittification is a term that Doctorow uses to describe the gradual decline in the quality of services provided by large digital platforms. He argues that these platforms, which once aimed to deliver value to their users, have shifted their focus to maximizing profit at the expense of user experience. This phenomenon is evident across various platforms, including search engines, e-commerce sites, and social media networks.
Doctorow’s observations resonate with many users who have experienced the transition from user-friendly services to environments that prioritize monetization. For instance, Google, once a straightforward search engine, now inundates users with ads and sponsored content, often making it difficult to find organic results. Similarly, Amazon has evolved from a customer-centric marketplace to one that increasingly prioritizes its own products and profit margins over user satisfaction.
The Historical Context
To understand the concept of enshittification, it is essential to look back at the early days of the internet. In its infancy, the internet was characterized by a spirit of collaboration and innovation. Many platforms were built on the premise of providing genuine value to users, fostering a sense of community and trust. However, as these platforms grew in popularity and scale, the dynamics began to shift.
Doctorow points out that the initial success of these platforms was often driven by a commitment to user experience. Companies like Google and Facebook initially attracted users by offering free services that were both useful and engaging. However, as they amassed large user bases, the focus shifted towards monetization strategies that prioritized advertising revenue over user satisfaction.
The Shift in Business Models
The transition from user-centric to profit-centric business models has significant implications for how these platforms operate. Doctorow highlights that the enshittification process typically follows a predictable pattern:
- Attracting Users: Platforms initially offer valuable services to attract users.
- Monetization: Once a substantial user base is established, the focus shifts to monetizing that user base through ads and other revenue-generating strategies.
- Declining Quality: As profit becomes the primary goal, the quality of services declines, leading to user dissatisfaction.
- Exploitation: Ultimately, platforms begin to exploit their users, prioritizing profit over user experience.
This cycle not only affects the platforms themselves but also has broader implications for the digital economy and society as a whole. Users may feel trapped in a system that prioritizes profit over their needs, leading to a sense of disillusionment and frustration.
Implications of Enshittification
The implications of enshittification extend beyond individual user experiences. As platforms prioritize profit, they often engage in practices that can have negative consequences for society. For example, the proliferation of misinformation on social media platforms can be traced back to algorithms designed to maximize engagement, regardless of the quality or accuracy of the content.
Moreover, the enshittification of platforms can lead to a lack of competition in the market. As dominant players consolidate their power, smaller companies struggle to compete, resulting in a homogenized digital landscape. This lack of diversity can stifle innovation and limit the options available to consumers.
Stakeholder Reactions
Reactions to the concept of enshittification have been varied. Many users resonate with Doctorow’s observations, expressing their frustrations with the declining quality of services. Social media users, for instance, frequently voice their dissatisfaction with algorithm-driven feeds that prioritize sensational content over meaningful interactions.
On the other hand, stakeholders within the tech industry may be more defensive. Some argue that the shift towards monetization is a natural evolution of business models in a competitive landscape. They contend that companies must find ways to generate revenue to sustain their operations and invest in future innovations.
Can We Reverse Enshittification?
Despite the pervasive nature of enshittification, Doctorow believes that it is possible to reverse this trend. In his book, “Enshittification: Why Everything Suddenly Got Worse and What to Do About It,” he outlines several strategies that users, policymakers, and tech companies can adopt to reclaim the internet.
User Empowerment
One of the key strategies Doctorow advocates for is user empowerment. He emphasizes the importance of educating users about the dynamics of digital platforms and encouraging them to demand better services. By becoming informed consumers, users can hold companies accountable for their practices and push for changes that prioritize user experience.
Policy Interventions
Doctorow also calls for policy interventions to address the systemic issues contributing to enshittification. He argues that governments should implement regulations that promote competition and prevent monopolistic practices. By fostering a more competitive landscape, policymakers can create an environment where companies are incentivized to prioritize user satisfaction.
Corporate Responsibility
Additionally, Doctorow urges tech companies to adopt a more responsible approach to their business models. This includes prioritizing user experience over short-term profits and investing in sustainable practices that benefit both users and the broader community. Companies that embrace this mindset may not only improve their reputation but also foster long-term loyalty among users.
Conclusion
The concept of enshittification serves as a crucial lens through which to examine the current state of the internet and digital platforms. As users grapple with declining quality and increasing monetization, it is essential to recognize the underlying dynamics at play. While the challenges posed by enshittification are significant, there is hope for a more equitable and user-centric digital landscape. By empowering users, advocating for policy changes, and encouraging corporate responsibility, stakeholders can work together to reclaim the internet and restore its original promise of value and connection.
Source: Original report
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Last Modified: November 18, 2025 at 7:35 pm
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