Shame and our digital lives: Tweet storms and takedowns

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  Quantumrun Foresight
• August 13, 2024

Insight summary

Online public shaming involves exposing individuals or organizations on social media for perceived wrongdoings. This decentralized form of accountability can promote ethical behavior but risks causing lasting emotional harm and stifling free expression. Governments, companies, and communities are increasingly focusing on balancing transparency and mental health protection in response to this powerful social trend.

Shame and our digital lives context

Online public shaming, often associated with "cancel culture," refers to exposing and condemning individuals or organizations on social media platforms for perceived transgressions. This phenomenon can range from calling out inappropriate jokes to highlighting unethical business practices. Critics argue that online shaming can escalate into disproportionate responses, infringing on privacy and causing lasting reputational damage. Notable examples include the backlash faced by PR executive Justine Sacco for a racist tweet in 2013 and Amy Cooper, dubbed the "Central Park Karen," both of whom were subjected to widespread condemnation on the platform X (formerly Twitter).

The mechanics of online shaming involve a decentralized form of social sanctioning, where ordinary individuals hold others accountable for violating community norms without relying on formal authorities. This method can be effective in specific contexts, such as maintaining journalistic standards or challenging corporate behavior, as seen on platforms like Threadless and Wikipedia. For instance, Wikipedia editors use public reverts to enforce community standards, while Black Twitter leverages shaming to uphold accountability within its network. However, successful shaming often requires a clearly defined community with shared norms and the possibility for reintegration, allowing the shamed to atone and rejoin the community.

Developments in online shaming reveal its dual nature, where it can either foster accountability or devolve into harassment. During the COVID-19 pandemic, online shaming surged as individuals used social media to enforce public health guidelines, sometimes leading to self-destructive behavior among those targeted. A 2022 study by Indian researchers indicates that females and younger adults are more likely to change their behavior after being shamed online. Moreover, platforms like Reddit have seen instances where community-based shaming led to positive outcomes, contrasting with the more chaotic shaming episodes on X. 

Disruptive impact

The long-term impact of online public shaming on individuals may be significant, affecting both mental health and personal behavior. People subjected to intense public scrutiny may experience anxiety, depression, and social isolation, leading to lasting emotional scars. Furthermore, the fear of being publicly shamed could drive individuals to self-censor, stifling free expression and open dialogue on social media. On a positive note, individuals may also become more mindful of their online behavior, promoting a more respectful and considerate digital environment.

For companies, they might prioritize transparency and ethical practices to avoid becoming targets of public backlash, leading to improved corporate responsibility. Public shaming incidents could prompt companies to implement stronger social media policies and employee training programs to mitigate risks. However, the fear of negative publicity may also result in overly cautious behavior, potentially stifling innovation and risk-taking within organizations.

Governments might introduce regulations to protect individuals' privacy and mental health, ensuring that public shaming does not escalate into harassment. Additionally, they could work with social media platforms to establish guidelines for responsible online behavior and content moderation. On a global scale, international cooperation may be necessary to address cross-border issues related to online shaming, fostering a more cohesive and respectful digital landscape.

Implications of shame and our digital lives

Wider implications of online public shaming may include: 

• Increased awareness of online privacy leading to more secure data-sharing practices.


• Greater focus on mental health support services due to rising cases of anxiety from public shaming.


• Businesses adopting stronger ethical guidelines to avoid negative online backlash.


• Clearer social media usage policies to protect employees and company reputation.


• Enhanced community cohesion as people unite against perceived injustices highlighted through online shaming.


• Governments creating new regulations to curb cyberbullying and online harassment, improving public safety.


• Demographic changes in social media usage patterns, with younger generations prioritizing platforms with better privacy controls.


• Technological advancements in AI moderation tools to detect and prevent harmful online behavior.


• Increased public discourse on the ethical use of social media, leading to a more informed society.

Questions to consider

• How can you contribute to creating a more respectful and supportive online environment?


• How can you protect your privacy and mental well-being while using social media?