Don’t laugh. This is a very serious scientific term to describe the way social media function in the 21st century. The scientific reference goes back to 2025 and article in “Science” by Kai Kupferschmidt. Twitter, now eXit, like most other social media platforms uses algorithms that select posts for you from the millions of posts that are likely to induce a reaction from you, which prolongs your time on the platform. Additionally, eXit Twitter applies an algorithm that prioritizes accounts with already a huge followership, which makes these accounts even bigger. The result is an increasing inequality in attention to info, facts, fake news, but also revenue for the platform owners through more advertisements. As hate speech and fake news are commonly perceived as shit, many social media are happy to spread more shitty things on their platforms as this generates more money for the platform as well. In short, enshittification happens sooner or later to most platforms and we all suffer from this. As user of these platforms, it is hard to escape from this process, as most platforms tend to “convert” to enshittification at some later point in their life cycle, unlike babies who manage to quit this phase after a few months. A move to Bluesky might be indicated, but there is no guarantee that the same process will just happen again. Mastodon is another small twitter-like platform that like Bluesky offers a more open approach to its governing algorithms and a more controlled access in the registration process.
To avoid enshittification, we have to be ready to move away from one platform to another one, just like changing bank accounts or club memberships. Make sure to take most of your friends with you and there are already tools for this online as well. Enjoy the safe online life again on another platform or consume more of the traditional media like newspapers, radio or tv with proven quality. (Image: extract from Jan Steen, 1625-1679, The Rhetoricians – “In liefde vrij”, MRBAB) 
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