Paper short abstract:

The Internet in general and social media, in particular, have redefined the meaning, scope, and success of activism. This paper discusses the ways in which the notion of shame and the practice of shaming are intertwined with online activism.

Paper long abstract:

The Internet in general and social media, in particular, have redefined the meaning, scope, and success of activism. This paper discusses the ways in which the notion of shame and the practice of shaming are intertwined with online activism. Drawing on two recent instances of shaming on social media related to religion and sexual orientation, this paper explores two inter-connected categories that feature on the spectrum of Internet shaming. Both examples of shaming appear to be inspired by a sense of righteous indignation. The first is overtly religiously grounded and morally conservative. It is directed at those who are deemed to participate in or represent, unsuitable domains of human activity. This form of online shaming is often ignited by issues related to sex, sexuality, and sexiness. The second formation of online shaming also registers as a sense of injustice, however, is usually grounded in a liberal human-rights framework, and is directed at issues of racism, gender discrimination and violence, sexual orientation, economic disparity, human rights, and denigration of the environment. This paper explores the complicated relationship between these complex manifestations of online shaming and proposes that both are forms of activism committed to the maintenance of sacred social orders. Furthermore, it raises questions about how, through online shaming, a sacred status quo is continually constructed and contested.