A new video from Norway's Consumer Council uses humor to expose how tech platforms degrade over time, calling for global action against this trend.
The Norwegian Consumer Council recently released an absurdist video to draw attention to the concept of 'enshittification,' where digital platforms and devices intentionally worsen over time for profit. In the video, a character describes his role as an 'enshittificator,' showing scenes like cutting a hole in a sock or sawing a table leg shorter to make everyday items less functional.
Enshittification refers to the gradual decline in quality of online services, starting with features that attract users, then shifting to exploit them, and finally degrading the experience entirely. The video uses humor to illustrate this process, with the character admitting, 'I take things that are perfectly fine and I make them worse.'
What is Enshittification?
Coined by tech critic Cory Doctorow, enshittification describes a cycle where platforms like social media or apps initially offer high-quality services to build a user base. Over time, they prioritize profit through ads, data mining, or reduced features, leading to a poorer user experience. The Norwegian campaign positions this as a global issue affecting consumers worldwide.
The video is part of a broader effort by the Norwegian Consumer Council to empower users and policymakers. It calls for regulations that prevent companies from degrading services after gaining market dominance, emphasizing the need for transparency and consumer rights in the digital space.
Examples in the video mirror real-world complaints, such as apps becoming cluttered with ads or devices slowing down post-purchase. This campaign aligns with growing international discussions on tech accountability, though specifics vary by region.
Norway's approach includes urging viewers to report poor practices and support policies that maintain digital quality. The video ends with a message: 'Another internet is possible,' encouraging collective action to reverse enshittification trends.
Viewers can access the video through the Norwegian Consumer Council's website, where it serves as a tool for education and advocacy. This initiative highlights how creative content can mobilize public awareness on tech issues.
