From Conformification to Enshittification: how every decade found a fresh way to ruin itself.
The Age of Decline, Accelerated
In Enshittification, Cory Doctorow argues that our decline isn’t gradual—it’s accelerating. Everything is turning to crap simultaneously, like civilization performing a synchronized swan dive into the sewer.
The book’s subtitle, Why Everything Suddenly Got Worse and What to Do About It, suggests that degradation is now both universal and, somehow, fixable.
Doctorow isn’t the first prophet to glimpse the digital abyss. Jaron Lanier, Jonathan Haidt, and other cultural Cassandras have long warned about the stupidification that comes from living inside the algorithmic aquarium. We swim in the same recycled sludge of dopamine and outrage, growing ever duller while congratulating ourselves on being “connected.”
This numbness—the ethical anesthesia of the online age—makes us tolerate more crappiness from our corporate overlords. As the platforms enshittify, we invent our own little coping rituals. Some of us chant words with –ion suffixes as if they were incantations, linguistic ASMR to soothe our digital despair.
When I saw Ozempic and ChatGPT promising frictionless perfection—weight loss without effort, prose without struggle—I coined Ozempification: the blissful surrender of self-agency to the cult of convenience.
Now there’s an entire liturgy of –ifications, each describing a new layer of rot:
- Enshittification — Doctorow’s coinage for the systematic decay of platforms that once worked.
- Crapification / Encrappification — The transformation of quality into garbage in the name of efficiency.
- Gamification — Turning life into a perpetual contest of meaningless points and dopamine rewards.
- Attentionification — Reducing every act of expression to a plea for clicks.
- Misinformationfication — When truth becomes a casualty of virality.
- Ozempification — Replacing effort with optimization until we resemble our own avatars.
- Stupidification — The great numbing: scrolling ourselves into idiocy while our neurons beg for mercy.
But the crown jewel of this lexicon remains Enshittification—Doctorow’s diagnosis so precise that the American Dialect Society crowned it Word of the Year for 2023.
Still, I’d like to push back on Doctorow’s suggestion that our current malaise is unique. Yes, technology accelerates decay, but each era has had its own pathology—its signature form of cultural rot. We’ve been creatively self-destructing for decades.
So, let’s place Enshittification in historical context. Behold The Eight Ages of –ification: a timeline of civilization’s greatest hits in decline.
1950s — Conformification
The age of white fences and beige minds. America sold sameness as safety. Individuality was ironed flat, and television became the nation’s priest. Conformification is the fantasy that security comes from imitation—a tranquilized suburbia of identical dreams in identical ranch homes.
1960s — Psychedelification
When rebellion became transcendence through chemistry. Psychedelification was the belief that consciousness expansion could topple empires, if only the colors were bright enough. The result: self-absorption in tie-dye and the illusion that enlightenment could be mass-produced.
1970s — Lustification
A Freudian carnival of polyester and pelvic thrusts. From Deep Throat to Studio 54, desire was liberation and the body was both altar and marketplace. Lustification crowned pleasure as the last remaining ideology.
1980s — Greedification
When morality was replaced by market share. The decade baptized ambition in champagne and cocaine. Greedification is the conviction that money cleanses sin and that a Rolex can double as a rosary.
1990s — Ironification
The decade of smirks. Sincerity was cringe; irony was armor. Ironification made detachment the new intelligence: nothing believed, everything quoted, and feelings outsourced to sarcasm.
2000s — Digitification
Humanity uploaded itself. Digitification was the mass migration to the screen—the decade of Facebook envy, email anxiety, and dopamine disguised as connection. We stopped remembering and started refreshing.
2010s — Influencification
When everyone became a brand. Influencification turned authenticity into a business model and experience into content. The self became a product to be optimized for engagement.
2020s — Enshittification
Doctorow’s masterstroke: the final form of digital decay. Enshittification is what happens when every system optimizes for extraction—when user, worker, and platform all drown in the same algorithmic tar pit. It’s the exhaustion of meaning itself, disguised as progress.
Epilogue: The 2030s — Reification
If trends continue, we’ll soon enter Reification: a desperate attempt to make the unreal feel real again. After decades of filters, feeds, and frictionless fakery, we’ll long for something tangible—until, inevitably, we commodify that too.
History repeats itself—only this time with better Wi-Fi.