Context
The term “Enshittification”, coined by author Cory Doctorow, is being widely discussed to describe how social media platforms like YouTube, Instagram, X (Twitter) and Amazon are getting worse for users due to profit-focused design and algorithms.
What is Enshittification?
- Meaning: It is the gradual worsening of online platforms as they shift focus from users to advertisers and finally to their own profits.
- Coined by: Cory Doctorow (2022), a writer and digital rights activist.
- Process:
- Platforms start by being user-friendly to attract people.
- Then, they favor advertisers and paid content.
- Finally, they exploit everyone for maximum profit.
Example: Instagram promotes ads over friends’ posts, YouTube forces multiple ads, Amazon shows paid listings first.
Why it Happens?
- Profit-first business model: Platforms depend mainly on ads.
- Algorithm control: Feeds are designed to push paid or viral content.
- Limited competition: Few big tech firms dominate the market.
- User dependence: People find it hard to leave popular apps.
- Weak regulation: No strong checks on exploitative practices.
Impact
- Users face more ads and less genuine content.
- Creators lose visibility unless they pay for promotion.
- Privacy is compromised as personal data is used for targeted ads.
- User trust declines, leading to misinformation and frustration.
- Digital inequality grows as smaller players get sidelined.
Challenges and Way Forward
| Challenges | Way Forward |
| Dominance of big tech firms | Enforce competition laws and support new platforms. |
| Data misuse and privacy risks | Implement strong data protection laws. |
| Too many ads and poor content | Promote algorithm transparency and ethical standards. |
| Weak digital awareness | Improve digital literacy and online awareness. |
| Lack of alternatives | Encourage open-source and decentralized social media. |
Conclusion
Social media platforms are losing their original purpose of connecting people and are turning into ad-driven markets. Strengthening rules, promoting user rights, and ensuring transparency can make the internet fairer and healthier.
| Ensure IAS Mains Question Q. Discuss how enshittification reflects the challenges of user exploitation and declining quality in digital platforms. Suggest ways to restore user trust and accountability. (250 words) |
| Ensure IAS Prelims Question Q. With reference to the term Enshittification, consider the following statements: It was coined by a Canadian-British author named Cory Doctorow. It refers to the gradual decline in user experience on online platforms. It promotes stronger digital competition and regulation. Which of the above statements are correct? a) 1 and 2 only b) 2 and 3 only c) 1 and 3 only d) 1, 2 and 3 Answer: a) 1 and 2 only Explanation: Statement 1 is correct: The term Enshittification was coined in 2022 by Cory Doctorow, a Canadian-British writer and digital rights activist. Statement 2 is correct: It describes how platforms worsen over time, shifting from user-friendly to profit-driven models that degrade digital experience. Statement 3 is incorrect: The term doesn’t promote regulation; it criticizes exploitative practices of big tech companies that harm users and fair competition. |
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