Australia: The Macquarie Dictionary, Australia’s leading authority on Australian English, has selected “enshittification” as its Word of the Year for 2024. The slang term refers to the gradual decline in the quality of online products and services due to profit-driven decisions.
In a statement, the judging panel said the word echoed with a growing sentiment that things, particularly in the digital realm, are steadily worsening. The panel noted that, “This word captures what many of us feel is happening to the world and so many aspects of our lives at the moment.” Macquarie defines “enshittification” as the “gradual deterioration of a service or product brought about by a decline in quality of service, especially of an online platform, as a result of profit-seeking.”
Coined by Canadian-British author Cory Doctorow in 2022, the term gained traction following his essays critiquing the perceived decline of platforms like Facebook and Twitter. Doctorow sketched the cycle of digital platforms prioritising user satisfaction before redirecting focus to advertisers and ultimately self-interest, leading to their decline.
The Macquarie Dictionary Committee’s Choice Word of the Year for 2024 is enshittification, with Honourable Mentions going to right to disconnect (RTD) and rawdogging 👏 pic.twitter.com/Y7FLPKD4ir
— Macquarie Dictionary (@MacqDictionary) November 25, 2024
“Enshittification” was chosen over other shortlisted contenders such as “looksmaxxing” (enhancing one’s physical appearance to an extreme), “overtourism” (the negative effects of excessive tourism), and “sigma” (a term describing a self-reliant personality type).
Honourable mentions proceeded to “right to disconnect,” referencing laws permitting workers to ignore after-hours communication, and “rawdogging,” describing the background of enduring a long-haul flight without entertainment or reading materials.
Macquarie’s decision aligns with a growing global interest in word of the year choices. The UK’s Oxford Dictionary is inviting public votes on its shortlist, which includes terms like “brain rot,” “demure,” and “dynamic pricing.” Last year, Macquarie’s Word of the Year was “cozzie livs,” a colloquial take on the cost of living crisis.
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