So You’ve Been Publicly Shamed

Shame can be effective, but it also can destroy lives—especially in today's hyperconnected world where one mistake can go viral in seconds.

1. Public Shaming Has Old Roots, But It's Made A Comeback

Public shaming has been a form of punishment for centuries, often used as an effective way to deter misbehavior by disgracing people in front of their communities. In medieval Europe, humiliation devices like the stocks were commonplace. In colonial North America, Puritans wielded public whipping posts to shame offenders.

However, opposition eventually grew. By the 19th century, figures like Benjamin Rush advocated for its abolition, deeming it too harsh. By 1839, most states in the United States abandoned public punishments, viewing humiliation as excessive compared to physical penalties like incarceration. Despite its decline, public shaming didn't vanish completely.

With the rise of the internet and social media, shaming has roared back in a completely new format. A single thoughtless tweet or photo can bring overwhelming worldwide condemnation, as seen in the viral outrage over Lindsey Stone's tasteless Facebook picture at a veteran's memorial.

Examples

• In medieval Europe, public humiliation and torture devices were used.
• Puritan communities embraced public floggings, often narrating them in gory detail in newspapers.
• Lindsey Stone's controversial photo ignited backlash from 30,000 users demanding her firing.

2. Social Media Is A Fast Trigger For Mob Justice

Social media has given individuals an outlet to vent frustrations and organize public outrage. It allows people to join collective reactions against perceived wrongdoings without leaving their homes. These online mobs can be effective but sometimes go too far, escalating mild frustrations into career-ending storms.

In some cases, social media campaigns provide a form of empowerment, such as when LA Fitness faced backlash for not letting an unemployed couple cancel their gym membership. The company ultimately waived the fee due to public pressure, demonstrating the strength of collective online voices.

Nevertheless, impulse-driven judgments often spiral into harsh consequences. For example, after journalist Michael Moynihan revealed Jonah Lehrer's plagiarized and fabricated Bob Dylan quotes, commenters unleashed waves of scorn, turning professional critique into deeply personal attacks against him.

Examples

• Social protests against LA Fitness' refusal to cancel memberships helped one couple avoid charges.
• A Twitter storm against Jonah Lehrer morphed into attacks on his character rather than solely his work.
• Social media allowed users to pile on en masse with retweets, likes, and insults.

3. Online Crowds Use Shaming To Reclaim Power And Control

The resurgence of public shaming reflects broader feelings of powerlessness. As public spaces shrink due to gentrification and restrictive policies like "Stop and Frisk," people turn online to reclaim their agency. Platforms like 4chan allow disempowered users to amplify their voices.

One digital flashpoint occurred when Adria Richards used Twitter to report offensive jokes overheard at the tech event PyCon. Though she initially sought support, the post spiraled, resulting in multiple job losses—including her own. People joining the mob often view public shaming as an outlet for frustrations unrelated to the incident itself.

For many participants, exposing and shaming others feels like righting personal or societal wrongs. Psychologists suggest the anonymity of the online mob provides a safe space for lashing out, fueling a sense of justice but often magnifying harm.

Examples

• The "Stop and Frisk" policy disproportionately targeted innocent New Yorkers, heightening tensions.
• 4chan users called out Adria Richards after she tweeted complaints about a sexualized joke.
• Digital mobs use shaming not only to address wrongdoings but also to vent unrelated grievances.

4. Psychological Forces Drive Public Shaming

Crowd behavior plays a key role in how public shaming escalates. Gustave Le Bon, a French scholar, described "crowd madness": A group emotionally feeds off its own turmoil, amplifying anger as individuals lose personal restraint. This energy can quickly turn into aggressive or destructive behavior.

Others argue shaming campaigns are less about group contagion and more about shared moral convictions. People who sympathize with an issue find public shaming affirming their values. However, regardless of whether logic or emotion drives participation, the speed and scale of online outrage often overpower deliberate reflection.

For instance, when a careless tweet or comment surfaces, people may pile on because they believe they're addressing genuine wrongs. Unfortunately, their collective fury can balloon beyond proportion, ignoring context or nuances in the process.

Examples

• Gustave Le Bon theorized that crowds lose rationality and amplify emotional chaos.
• Many join public shaming campaigns due to shared values, such as opposing sexism or racism.
• Viral campaigns often blow up over minor infractions, missing crucial context.

5. Shaming Deeply Affects Victims' Mental Health

Being the target of public shaming can have devastating emotional and social impacts. Victims often face relentless ridicule, isolation, and financial ruin. Lindsey Stone, for instance, spent nearly a year hiding at home after relentless online abuse.

Shaming also damages relationships and personal lives. Adria Richards and Jonah Lehrer both found their careers in ruins, and the fear of being Googled by potential employers or dates led to ongoing stigma. Public shaming frequently leaves behind lasting trauma, sometimes resulting in anxiety, depression, or even PTSD.

Additionally, many victims can't escape their digital notoriety. Long after the initial outrage fades, online records preserve their mistakes, causing further setbacks in work and relationships.

Examples

• Lindsey Stone remained socially withdrawn and traumatized from her shaming.
• Jonah Lehrer felt "radioactive" and feared for personal relationships.
• Adria Richards struggled after being fired over her tweet about a joke.

6. Public Shaming Doesn't Affect Everyone Equally

People with wealth and resources can often recover from public shaming thanks to reputation management services. These niche companies manipulate search engine results to lower the visibility of damaging content, creating a "clean slate" for clients.

For celebrities, this service can restore their online image in months or years. For example, certain figures accused of scandals manage to reappear in the public eye without much lingering stigma. However, such services are exorbitantly expensive, leaving ordinary people to endure lasting shame.

Victims unable to afford professional help remain trapped in the shadow of their mistakes, facing reputational harm far longer than those with deeper pockets.

Examples

• Reputation management services create new, flattering content to bury old scandals.
• Many high-profile figures “disappear” embarrassing incidents through wealthy PR teams.
• Lindsey Stone received reputation help pro bono, a rare exception for someone not affluent.

Takeaways

1. Exercise caution before posting anything online. What might seem trivial to you could lead to outsized consequences or controversies.
2. Approach online shaming thoughtfully. Before joining, ask whether your actions will address the issue constructively or unnecessarily escalate harm.
3. Build a strong digital reputation proactively. Promote positive activities and create a robust online image to counter possible future smear campaigns.