Macquarie's Word Of The Year: Enshittification

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Post on Nov 30, 2024

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Macquarie Dictionary's Word of the Year: Enshittification – A Deep Dive

Macquarie Dictionary's choice for Word of the Year 2023, "enshittification," has sparked considerable debate and discussion. This isn't your average addition to the lexicon; it's a potent word reflecting a growing societal concern. Let's delve into what it means, its implications, and why it resonated so strongly with the dictionary's selection committee.

Understanding "Enshittification"

The word itself is a portmanteau, a blend of "shit" and a suffix suggesting the process of making something worse. It describes the gradual decline in the quality of a product, service, or experience, often due to neglect, mismanagement, or cynical cost-cutting measures. It's not just about something being bad; it's about the active process of making it worse.

Think of your favorite local cafe. Perhaps it once boasted fresh, locally-sourced ingredients and friendly service. Then, over time, the coffee beans changed, the staff became less attentive, and the overall ambiance declined. That's "enshittification" in action. It’s the slow, insidious erosion of something once valued.

Key Characteristics of Enshittification:

• Gradual Degradation: It's not a sudden event, but a creeping process.
• Intentional or Unintentional: It can stem from deliberate cost-cutting or simply from neglect and a lack of care.
• Impact on User Experience: The core consequence is a noticeably worse experience for the end-user.
• Erosion of Value: The inherent value of the product, service, or system diminishes significantly.

Why "Enshittification" Resonated in 2023

The selection of "enshittification" as Word of the Year reflects a broader cultural sentiment. 2023 witnessed numerous instances where the slow decay of services and experiences was felt acutely by many:

• Inflation and Rising Costs: Many businesses, facing increased expenses, have made cuts that negatively impacted the quality of their products or services.
• Technological Advancements, Lack of Human Interaction: The increasing reliance on automation and AI sometimes results in a less personalized and less satisfying customer experience.
• Political Disillusionment: Political processes, for many, may feel like they are undergoing a similar process of slow decay, leading to a sense of frustration and cynicism.

The word taps into these frustrations, providing a succinct and powerful label for a widespread feeling of dissatisfaction.

SEO Implications of "Enshittification"

The very nature of this word's popularity presents intriguing SEO opportunities. While using it cautiously is vital (consider your target audience and brand), its current relevance can be leveraged:

• Keyword Research: "Enshittification," along with related terms like "service degradation," "quality decline," and "customer experience decline," can be valuable keywords for articles and content related to business, technology, and societal commentary.
• Content Creation: Articles analyzing specific examples of "enshittification" in various sectors could attract significant organic traffic.
• Social Media Engagement: The word's provocative nature can stimulate discussion and engagement on social media platforms.

Conclusion

Macquarie Dictionary's choice of "enshittification" as Word of the Year is more than just a linguistic curiosity; it's a reflection of a wider societal unease. Understanding its meaning and the context behind its selection offers valuable insights into current trends and provides a potent tool for analyzing societal and economic shifts. Used strategically and responsibly, this word's power can also be harnessed to improve SEO and online visibility.