You’re reading Infinite Scroll , Kyle Chayka’s weekly column on how technology shapes culture.

Sometimes a term is so apt, its meaning so clear and so relevant to our circumstances, that it becomes more than just a useful buzzword and grows to define an entire moment. “Enshittification,” coined by the prolific technology critic and author Cory Doctorow, is one of these. Doctorow came up with the phrase, in 2022, to describe how all the digital services that increasingly dominated our daily lives seemed to be getting worse at the same time. Google Search had become enshittified, showing ads and product links instead of relevant website results. TikTok had become enshittified, artificially “heating” specific videos so that some would go viral, inspiring copycats and goosing engagement w

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