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Sociology

The Function of Shaming Rituals in Online Accountability Movements

Quick fact

Research indicates that online shaming rituals often serve to reinforce in-group norms and can increase the supporter's sense of moral superiority, but they rarely lead to genuine behavior change in the target.

Why this is interesting

Have you ever seen a public apology video that felt more like punishment than accountability? Why do we feel a strange satisfaction in watching someone 'get called out' online?