Macquarie Dictionary’s word of the year has landed, and no, it’s not brat

For the second year running, Macquarie Dictionary’s word of the year is seeking to strike a nerve with jaded Aussie consumers. Coming off the back of 2023’s “cozzie livs”’ (cost of living crisis), the dictionary has this year chosen a word that describes the slow decline in service quality that many have experienced at the hands of profit hungry corporations. Referring to “the gradual deterioration of a service or product brought about by a reduction in the quality of service provided, especially of an online platform as a consequence of profit-seeking”, “enshittification” came out on top of this year’s short list. Typically chosen by both the committee and an online poll, 2024’s word of the year marks the first time in the competition’s 18-year history that both the public and the editors chose the same word. Explaining its rationale, the dictionary’s committee said it “captures what many of us feel is happening to the world and so many aspects of our lives at the moment”. Coming in a close second was “brainrot”, which describes low quality social media content and the “supposed diminished mental capacity” it triggers in those who consume it. According to the committee, the term can be used to refer to loosely defined and in some cases meaningless internet slang words such as “looksmaxing, mogging, sigma and skibidi”. In third place, “right to disconnect” was selected after rising to prominence around the country in August when new laws gave Australians the right to ignore work calls and emails outside of their rostered shifts. Macquarie is one of several dictionaries worldwide that release words of the year. The UK’s Oxford dictionary is taking votes online for its own, with brainrot, demure, dynamic pricing and slop all in the running.