Our own Cory Doctorow on how sometimes a word can go viral. Udhay
Dirty words are politically potent (permalink <https://pluralistic.net/2024/10/14/pearl-clutching/#this-toilet-has-no-central-nervous-system> ) <snip> But every now and again, you get a word that just *kills*. That brings me to "enshittification," a word I coined in 2022: https://pluralistic.net/2022/11/28/enshittification/#relentless-payola "Enshittification" took root in my hindbrain, rolling around and around, agglomerating lots of different thoughts and critiques I'd been making for years, crystallizing them into a coherent thesis: https://pluralistic.net/2023/01/21/potemkin-ai/#hey-guys This kind of spontaneous crystallization is the dividend of doing lots of work in public, trying to take every half-formed thought and pin it down in public writing, something I've been doing for decades: https://pluralistic.net/2021/05/09/the-memex-method/ After those first couple articles, "enshittification" raced around the internet. There's two reasons for this: first, "enshittification" is a naughty word that's fun to say. Journalists love getting to put "shit" in their copy: https://www.nytimes.com/2024/01/15/crosswords/linguistics-word-of-the-year.html Radio journalists love to tweak the FCC with cheekily bleeped syllables in slightly dirty compound words: https://www.wnycstudios.org/podcasts/otm/projects/enshitification And nothing enlivens an academic's day like getting to use a word like "enshittification" in a journal article (doubtless this also amuses the editors, peer-reviewers, copyeditors, typesetters, etc): https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=enshittification&btnG=&oq=ensh That was where I started, too! The first time I used "enshittification" was in a throwaway bad-tempered rant about the decay of Tripadvisor into utter uselessness, which drew a small chorus of appreciative chuckles about the word: https://twitter.com/doctorow/status/1550457808222552065 The word rattled around my mind for five months before attaching itself to my detailed theory of platform decay. But it was that detailed critique, *coupled* with a minor license to swear, that gave "enshittification" a life of its own. How do I know that the theory was as important as the swearing? Because the small wave of amusement that followed my first use of "enshittification" petered out in less than a day. It was only when I added the theory that the word took hold. Likewise: how do I know that the theory *needed* to be blended with swearing to break out of the esoteric realm of tech policy debates (which the public had roundly ignored for more than two decades)? Well, because *I spent two decades* writing about this stuff without making anything like the dents that appeared once I added an Anglo-Saxon monosyllable to that critique. Adding "enshittification" to the critique got me more column inches, a longer hearing, a more vibrant debate, than *anything* else I'd tried. First, *Wired* availed itself of the Creative Commons license on my second long-form article on the subject and reprinted it as a 4,200-word feature. I've been writing for Wired for more than *thirty years* and this is by *far* the longest thing I've published with them – a big, roomy, discursive piece that was run *verbatim*, with every one of my cherished darlings unmurdered. That gave the word – and the whole critique, with all its spiky corners – a global airing, leading to more pickup and discussion. Eventually, the American Dialect Society named it their "Word of the Year" (and their "Tech Word of the Year"): https://americandialect.org/2023-word-of-the-year-is-enshittification/ "Enshittification" turns out to be catnip for language nerds: https://becauselanguage.com/90-enpoopification/#transcript-60 I've been dragged into (good natured) fights over the German, Spanish, French and Italian translations for the term. When I taped an NPR show before a live audience with ASL interpretation, I got to watch a Deaf fan politely inform the interpreter that she didn't need to finger-spell "enshittification," because it had already been given an ASL sign by the US Deaf community: https://maximumfun.org/episodes/go-fact-yourself/ep-158-aida-rodriguez-cory-doctorow/ I gave a speech about enshittification in Berlin and published the transcript: https://pluralistic.net/2024/01/30/go-nuts-meine-kerle/#ich-bin-ein-bratapfel Which prompted the rock-ribbed *Financial Times* to get in touch with me and publish the speech – again, nearly verbatim – as a whopping 6,400 word feature in their weekend magazine: https://www.ft.com/content/6fb1602d-a08b-4a8c-bac0-047b7d64aba5 Though they could have had it for free (just as *Wired* had), they insisted on paying me (very well, as it happens!), as did *De Zeit*: https://www.zeit.de/digital/internet/2024-03/plattformen-facebook-google-internet-cory-doctorow This was the *start* of the rise of enshittification. The word is spreading farther than ever, in ways that I have nothing to do with, along with the critique I hung on it. In other words, the bit of string that tech policy wonks have been pushing on for a quarter of a century is actually starting to move, and it's actually accelerating. Despite this (or more likely because of it), there's a growing chorus of "concerned" people who say they like the critique but fret that it is being held back because you can't use it "at church or when talking to K-12 students" (my favorite variant: "I couldn't say this at a NATO conference"). I leave it up to you whether you use the word with your K-12 students, NATO generals, or fellow parishoners (though I assure you that all three groups are conversant with the dirty little word at the root of my coinage). If you don't want to use "enshittification," you can coin your own word – or just use one of the dozens of words that failed to gain public attention over the past 25 years (might I suggest "platform decay?"). What's so funny about all this pearl-clutching is that it comes from people who universally profess to have the intestinal fortitude to hear the word "enshittification" without experiencing psychological trauma, but worry that *other* people might not be so strong-minded. They continue to say this even as the most conservative officials in the most staid of exalted forums use the word without a hint of embarrassment, much less apology: https://www.independent.ie/business/technology/chairman-of-irish-social-media-regulator-says-europe-should-not-be-seduced-by-mario-draghis-claims/a526530600.html I mean, I'm giving a speech on enshittification next month at a conference where I'm opening for the Secretary General of the United Nations: https://icanewdelhi2024.coop/welcome/pages/Programme After spending half my life trying to get stuff like this into the discourse, I've developed some hard-won, informed views on how ideas succeed: First: the minor obscenity is a feature, not a bug. The marriage of something long and serious to something short and funny is a happy one that makes both the word and the ideas better off than they'd be on their own. As Lenny Bruce wrote in his canonical work in the subject, the aptly named *How to Talk Dirty and Influence People*: *I want to help you if you have a dirty-word problem. There are none, and I'll spell it out logically to you.* *Here is a toilet. Specifically-that's all we're concerned with, specifics-if I can tell you a dirty toilet joke, we must have a dirty toilet. That's what we're all talking about, a toilet. If we take this toilet and boil it and it's clean, I can never tell you specifically a dirty toilet joke about this toilet. I can tell you a dirty toilet joke in the Milner Hotel, or something like that, but this toilet is a clean toilet now. Obscenity is a human manifestation. This toilet has no central nervous system, no level of consciousness. It is not aware; it is a dumb toilet; it cannot be obscene; it's impossible. If it could be obscene, it could be cranky, it could be a Communist toilet, a traitorous toilet. It can do none of these things. This is a dirty toilet here.* *Nobody can offend you by telling a dirty toilet story. They can offend you because it's trite; you've heard it many, many times.* https://www.dacapopress.com/titles/lenny-bruce/how-to-talk-dirty-and-influence-people/9780306825309/ Second: the fact that a neologism is sometimes decoupled from its theoretical underpinnings and is used colloquially is a *feature*, not a bug. Many people apply the term "enshittification" very loosely indeed, to mean "something that is bad," without bothering to learn – or apply – the theoretical framework. *This is good*. This is what it means for a term to enter the lexicon: it takes on a life of its own. If 10,000,000 people use "enshittification" loosely and inspire 10% of their number to look up the longer, more theoretical work I've done on it, that is *one million normies* who have been sucked into a discourse that used to live exclusively in the world of the most wonkish and obscure practitioners. The only way to maintain a precise, theoretically grounded use of a term is to confine its usage to a small group of largely irrelevant insiders. Policing the use of "enshittification" is worse than a self-limiting move – it would be a self-inflicted wound. As I said in that Berlin speech: *Enshittification names the problem and proposes a solution. It's not just a way to say 'things are getting worse' (though of course, it's fine with me if you want to use it that way. It's an English word. We don't have **der Rat für englische Rechtschreibung**. English is a free for all. Go nuts, **meine Kerle**).* Finally: "coinage" is both more – and less – than thinking of the word. After the American Dialect Society gave honors to "enshittification," a few people slid into my mentions with citations to "enshittification" that preceded my usage. I find this completely unsurprising, because English is such a slippery and playful tongue, because English speakers love to swear, and because infixing is such a fun way to swear (e.g. "unfuckingbelievable"). But of course, *I* hadn't encountered any of those other usages before I came up with the word independently, nor had any of those other usages spread appreciably beyond the speaker (it appears that each of the handful of predecessors to my usage represents an act of independent coinage). If "coinage" was just a matter of thinking up the word, you could write a small python script that infixed the word "shit" into every syllable of every word in the OED, publish the resulting text file, and declare priority over all subsequent inventive swearers. On the one hand, coinage takes place when the coiner a) independently invents a word; and b) creates the context for that word that causes it to escape from the coiner's immediate milieu and into the wider world. But on the other hand – and far more importantly – the fact that a successful coinage *requires* popular uptake by people unknown to the coiner means that the coiner only ever plays a small role in the coinage. Yes, there would be no popularization without the coinage – but *there would also be no coinage without the popularization.* Words belong to groups of speakers, not individuals. Language is a cultural phenomenon, not an individual one. Which is rather the point, isn't it? After a quarter of a century of being part of a community that fought tirelessly to get a serious and widespread consideration of tech policy underway, we're closer than ever, thanks, in part, to "enshittification." If someone else independently used that word before me, if some people use the word loosely, if the word makes some people uncomfortable, that's fine, *provided* that the word is doing what I want it to do, what I've devoted my life to doing. The point of coining words isn't the pilkunnussija's obsession with precise usage, nor the petty glory of being known as a coiner, nor ensuring that NATO generals' virgin ears are protected from the word "shit" – a word that, incidentally, is also the root of "science": https://www.arrantpedantry.com/2019/01/24/science-and-shit/ Isn't language fun? -- ((Udhay Shankar N)) ((udhay @ pobox.com)) ((www.digeratus.com))
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