The Hidden Cost of Public Shame: Who's Really Profiting?

Dr. Eleanor Vance · 2026-10-11

Have you ever stopped to think about how much shame is floating around online? It's everywhere—call-out posts, viral humiliations, comment sections that turn into firing squads. And while we're busy pointing fingers, someone's making money off it. That's the uncomfortable truth Cathy O'Neil digs into on a recent episode of *Why? Philosophical Discussions About Everyday Life*, where she chats with host Jack Russell Weinstein. ### The Business of Humiliation O'Neil, a mathematician and author, knows a thing or two about how data and algorithms shape our lives. She argues that social media platforms and corporations have turned public shame into a commodity. Every time someone gets dragged online, engagement spikes. More clicks, more ad revenue. It's a cycle that feeds on our worst impulses. But it's not just about the obvious players. Think about the companies that sell us products by making us feel inadequate. "You're not skinny enough." "Your house isn't clean enough." "Your life isn't Instagram-worthy." They profit from our insecurities, and they do it by amplifying shame. > "Shame is big business. It's the engine that drives consumerism and online engagement." — Cathy O'Neil ### Why We Can't Look Away So why do we participate? Part of it is human nature—we're wired to pay attention to social threats. But the algorithms exploit that. They show us the most outrageous, the most shaming content because that's what keeps us scrolling. It's a feedback loop that's hard to break. And it's not just the trolls. Regular people get caught up too. We share that embarrassing video, we pile on in the comments, we virtue-signal by shaming someone else. It feels good in the moment, but it's all fuel for the machine. ### The Ethics of Exploitation O'Neil and Weinstein dig into the ethics of all this. Is it immoral for companies to profit from shame? Most of us would say yes, but the lines get blurry when you consider that we're the ones clicking, sharing, and buying. Are we complicit? There's also the question of consent. When you post something online, do you give up your right to privacy? Should platforms be held accountable for the harm they facilitate? These are big questions without easy answers. ### What Can We Do? It's easy to feel hopeless, but O'Neil offers some practical steps: - **Be mindful of your own behavior.** Think before you share or comment. Are you adding to the shame cycle? - **Support ethical platforms.** Seek out social media that doesn't prioritize engagement at any cost. - **Demand accountability.** Push for regulations that protect users from exploitation. - **Educate yourself.** Understand how algorithms work and how they shape your online experience. At the end of the day, the world is profiting from shame because we let it. But by being more aware and making different choices, we can start to change the narrative. It's not about being perfect—it's about being intentional. So next time you see a viral shaming post, ask yourself: who's really benefiting here? The answer might surprise you.