Goody-Goodies Are The True Thieves of Virtue - A reflection on Shame Culture

The Festival of Dangerous Ideas was recently held at the Sydney Opera House, so I decided to go and listen to what I thought was one of the more “dangerous topics”. The talk was on Shame Culture and it was delivered by Jon Ronson, who has recently published his book “So You've Been Publicly Shamed”.


While we can agree the internet has brought about its fair share of benefits to society, nothing good ever comes without a price. Through public shaming, the internet has shown its propensity to be as devastating as it has been transformational. This shaming has extended to everyday individuals outside the traditional public spotlight. An example of this was when PR worker Justine Sacco posted a tweet before boarding a plane to Africa.



Goody-Goodies Are The True Thieves of Virtue - A reflection on Shame Culture.


Three hours into her flight her post became the number one trending topic on Twitter and the entire online world go to witnessed her life dismantled through the twisted justice of Twitter. One tweeter summarised the vibe when commenting “Somebody HIV-positive should rape this bi**h and then we'll find out if her skin colour protects her from AIDS”.


I still don’t believe Justine’s tweet was ever meant to be taken as anything other than a joke, albeit a badly worded one. For Justine “living in America puts you in a bubble about the third world and [she] was trying to make fun of that bubble”. Justine was fired from her job, alienated by family members and most shamefully lost total control of her identity to the public moral consensus. She was left broken and traumatised, too scared to even leave her room. She could no longer sleep and as a thirty year old single woman left wholly humiliated by the international witch hunt against her, fearful that a Google search would forever tarnish her credibility.



Goody-Goodies Are The True Thieves of Virtue - A reflection on Shame Culture
Goody-Goodies Are The True Thieves of Virtue - A reflection on Shame Culture



Fake Justine Sacco Twitter accounts were created and would post racist, bigoted and ignorant remarks, even corporations tried capitalising on Justine’s misfortunes.


Psychologists Marte Otten and Kai Jonas studied the effects being humiliated has on the brain. The results showed that as an emotion it was more harmful than anger, and more powerful than happiness.


Jon Ronson went on to consider social psychologist Gustave Le Bon. Le Bon wrote the manifesto on the effects a crowd has on the individual. In “The Crowd” he writes “The crowd is barbarian… impulsive, irritable and irrational… becoming beings belonging to inferior forms of evolution... only impressed by excessive sentiments, never attempting to prove anything by reason”. In echoing Le Bon, Friedrich Nietzsche in “Beyond Good and Evil” asserts that “madness is something rare in individuals — but in groups, parties, peoples, and ages, it is the rule”.


Importantly, the Twitter crowd believed they were doing something good. They were fighting for Africans and AIDS victims, because as a deemed racist white woman from America she needed to be punished. What they didn’t seem to notice was Justine becoming the scapegoat on behalf of all white privileged people. She was not treated with any empathy or compassion. Justine was now an object no longer an end in herself, but a means to the crowds end.


The psychologist Carl Jung in identifying our “shadow self” taught us that the degree to which you condemn and find evil in others, you are, to that same degree, unconscious of the potentiality of that evil within yourself. Justine’s scenario can exist because there are people who are unconscious of their own dark side, and they project that darkness outward. By pointing to the darkness within Justine they were denying its existence within themselves and were therefore justified in their attacks. Carl Jung went on to state “people will do anything no matter how absurd to avoid facing their own soul”. The individual is then much more comfortable pointing to the darkness in others than they are to see it within themselves.


Goody-Goodies Are The True Thieves of Virtue - A reflection on Shame Culture


For Confucius such “goody-goodies are the thieves of virtue”.


The next time you condemn or see darkness within others, listen to what its trying to teach you about yourself. Until you make this darkness light it will direct your life and you will call it fate.


How do we then respond to a culture of shaming?


As Ronson puts it “when you see unfair or ambiguous shaming… speak up against it”. The cruelest thing to happen to Justine was that no one tried to offer her support against the drowning sounds of the crowd. Evil wins when good people stand by and do nothing. Be that person that offers compassion when others only see darkness. It’s a difficult thing to place yourself in the firing line, but it doesn’t go by unnoticed.


Ultimately it’s up to each individual to decide which side of the crowd they would rather be on.

Goody-Goodies Are The True Thieves of Virtue - A reflection on Shame Culture
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