Degradation of Social Platforms

Syllabus: GS2/Polity and Governance

Context

• ‘Enshittification’ is a term increasingly being used to describe how your digital experiences, services, and transactions have become worse over time.

What is Enshittification?

• In 2022, the Canada-born author and activist Cory Doctorow coined the term “enshittification.” 
• It refers to the systematic decline in quality and fairness of digital platforms due to profit-maximizing behaviour by tech companies.
• It occurs when platforms:
  • Start by prioritizing users to attract a large base.
  • Shift focus to business customers (advertisers, sellers, partners) to maximize revenue.
  • Finally exploit both users and business clients to extract maximum profit — leading to decline or collapse.

How Platforms Use Enshittification?

• Meta-owned Facebook: It was originally meant to serve users and help them stay connected, users are now locked in along with advertisers and publishers.
• Instagram often crowd the user’s feed  with advertisements and recommended content without consent.
• YouTube has degraded its free experience with multiple unskippable ads pushing users to opt for its ad-free YouTube Premium subscription service.
• X (formerly Twitter) where verified noteworthy figures could connect with audiences.
  • Now, free blue tick verification could be bought by anyone which drastically impacts Authentic communication.
• Google’s browser now uses Generative AI-powered overviews that display AI-generated summaries from various sources first, often increasing the risk of errors.

Concerns

• Data monopoly: Platforms manipulate data for profit rather than user welfare.
• Distortion of competition: Dominant platforms squeeze smaller competitors by favouring their own services.
• Loss of trust: Users doubt authenticity and neutrality of digital services, as algorithms manipulate what users see, limiting choice and agency.
• Digital divide deepens: Quality information and ad-free experiences become a privilege.
• Privacy and Data Exploitation: Excessive data collection and tracking are used to maximise ad revenue.
• Manipulation: Search results and recommendations become biased towards the platform’s own interests.
• Digital Fatigue:  Constant ads, algorithmic manipulation, and reduced authenticity create frustration. Users disengage or experience “digital burnout.”
• Long-term Platform Instability: When platforms overexploit both users and businesses, they eventually lose credibility and collapse — a “digital decay” cycle.

Government Initiatives

• Digital Competition Bill (Draft, 2024): It aims to prevent anti-competitive practices by Big Tech firms and seeks to curb self-preferencing, data misuse, and gatekeeping by large digital platforms.
• Digital Personal Data Protection (DPDP) Act, 2023: It establishes data protection rights for users and mandates consent-based data processing and penalties for misuse.
• Competition (Amendment) Act, 2023: It strengthens powers of the Competition Commission of India (CCI).
  • Targets digital market monopolies and enables faster investigation into anti-competitive conduct.
• Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021: Mandates grievance redressal, traceability, and transparency in content moderation. It also ensures platform accountability for user harm or misinformation.
• Open Network for Digital Commerce (ONDC): It is designed to democratize e-commerce by creating an open, interoperable network.
• Digital India Initiative: Focuses on inclusive digital access, cybersecurity, and digital literacy — empowering citizens to make informed digital choices.

Way Forward

• To curb enshittification, governments must strengthen digital competition and data protection laws, ensuring transparency and accountability in algorithms.
• Platforms should adopt user-centric design principles and promote ethical AI practices.
• Encouraging open-source alternatives and interoperable digital ecosystems can reduce monopoly control.
• Finally, enhancing digital literacy and consumer awareness will empower users to make informed choices online.

Source: TH