Abstract
In modern liberal society, a person is considered a 'sacred' entity and any violation of their dignity should produce embarrassment not only on the side of the ashamed individual but in those co-present as well. In our research, we studied public shaming in reality television (RTV), a recent popular culture product, in order to understand the mechanism that transforms otherwise degrading shaming into popular entertainment.
The analysis drew on the classical concept of the 'degradation ceremony' (H. Garfinkel) and it covered three RTV programmes originating in different cultural contexts.
We discovered that it is strong situational ritualisation of shaming which substantially attenuates the harmful consequences of being shamed for participants' selves and thus protects viewers from uncomfortable feelings. In RTV, the shaming takes the form of a purposively unaccomplished degradation ceremony, which consists of the creation of an extraordinary situation, typification of participants, emphasis on the shared values in whose name the shaming is done, and participants' reflexive performance in the show.
The results suggest that in RTV, the social practice of the status degradation ceremony is transformed into a cultural practice of systematic shaming without real identity degradation, which makes it possible for shaming to become global mediatised entertainment.