The unrelenting scroll. The endless feed. The bottomless pit of content that both connects and consumes us. This is the reality of social media in the 21st century, a landscape that writer and social media critic Sarah Jeong argues is undergoing a disturbing phenomenon: enshittification.
This term, coined by Jeong, describes the insidious process by which social media platforms morph from vibrant online communities into manipulative, content-polluted wastelands. It's a three-act tragedy that plays out in countless apps, each vying for a larger slice of our attention and data.
Act I: The Honeymoon Phase - Connecting the
World
Remember the early days of Facebook? The thrill of reconnecting with long-lost friends? Sharing life updates with a click? Social media platforms initially blossomed by fulfilling a genuine human need – connection. They bridged geographical divides, fostered online communities, and democratized information sharing. This "honeymoon phase" enticed users, building a loyal fanbase eager to share their lives online.
Act II: The Exploitation Phase - From
Friends to Feed
As platforms like Facebook exploded in popularity, a sinister shift occurred. The focus morphed from connecting users to extracting maximum value from them. Advertisers became the new darlings, their deep pockets dictating platform priorities. User experience took a backseat. Feeds became saturated with targeted ads, often irrelevant and intrusive, drowning out the organic content users originally craved.
Jeong argues that Facebook exemplifies this exploitation phase. What began as a platform for real connections became an advertising behemoth, bombarding its users with content designed to extract clicks, not foster genuine engagement.
Act III: The Enshittification Phase - A
Descent into the Abyss
The final act of enshittification is a descent into the digital abyss. In their relentless pursuit of profit, platforms prioritize quantity over quality. Feeds become flooded with low-quality content, misinformation masquerades as news, and hate speech runs rampant. Civil discourse becomes a casualty, replaced by an echo chamber of negativity and outrage.
Jeong contends that Facebook has reached this dreaded stage. Users report feeling overwhelmed by low-value content, manipulated by algorithms, and exposed to negativity that undermines their mental well-being.
Jeong's critique isn't merely a lament – it's a call to action. By understanding enshittification, we can reclaim control of our digital experience. Here's a user's manifesto for a healthier social media landscape:
Embrace the Alternatives: A new wave of ad-free, privacy-focused social media platforms are emerging. Explore these alternatives that prioritize user experience over profit.
Demand Change: Our voices matter. Let existing platforms know you're fed up with exploitative practices. Petition for reduced advertising, stronger content moderation, and a commitment to quality content.
Become a Mindful Scroller: We are responsible for our digital well-being. Limit your social media time, critically evaluate information you encounter, and prioritize real-world connections over virtual ones.
Social media holds immense potential for connection, creativity, and knowledge sharing. However, navigating the treacherous terrain of enshittification requires user awareness and proactive engagement. By supporting ethical platforms, demanding change, and being mindful of how we use social media, we can rewrite the narrative. The future of social connection lies not in endless scrolling, but in fostering meaningful interactions, both online and off.
