“Cancel culture” has a bad reputation. There is growing anxiety over this practice of publicly shaming people online for violating social norms ranging from inappropriate jokes to controversial business practices.
Online shaming can be a wildly disproportionate response that violates the privacy of the shamed while offering them no good way to defend themselves. These consequences lead some critics to claim that online shaming creates a “hate storm” that destroys lives and reputations, leaves targets with “permanent digital baggage” and threatens the fundamental right to publicly express yourself in a democracy. As a result, some scholars have declared that online shaming is a “moral wrong and social ill.”
But is online public shaming necessarily negative? I’m a political scientist who studies the relationship between digital technologies and democracy. In my research, I show how public shaming can be a valuable tool for democratic accountability. However, it is more likely to provide these positive effects within a clearly defined community whose members have many overlapping connections.
When shaming helps
Public shaming is a “horizontal” form of social sanctioning, in which people hold one another responsible for violating social norms, rather than appealing to higher authorities to do so. This makes it especially useful in democratic societies, as well as in cases where the shamers face power imbalances or lack access to formal authorities that could hold the shamed accountable.
For example, public shaming can be an effective strategy for challenging corporate power and behavior or maintaining journalistic norms in the face of plagiarism. By harnessing social pressure, public shaming can both motivate people to change their behavior and deter future violations by others.
Public shaming has a long history.
But public shaming generally needs to occur in a specific social context to have these positive effects. First, everyone involved must recognize shared social norms and the shamer’s authority to sanction violations of them. Second, the shamed must care about their reputation. And third, the shaming must be accompanied by the possibility of reintegration, allowing the shamed to atone and be welcomed back into the fold.
This means that public shaming is more likely to deliver accountability in clearly defined communities where members have many overlapping connections, such as schools where all the parents know one another.
In communal spaces where people frequently run into each other, like workplaces, it is more likely that they understand shared social norms and the obligations to follow them. In these environments, it is more likely that people care about what others think of them, and that they know how to apologize when needed so that they can be reintegrated in the community.
Communities that connect
Most online shamings,…