This essay argues that online public shaming can be productively understood as a problem of technology. In particular, the technology of public shaming is ambiguous between two senses. On the one hand, public shaming depends on various technologies, such as social media posts or, more historically, pillories. These are the artifacts of shame. On the other hand, public shaming itself is a social technology. In particular, public shaming is a way for communities to promote cooperation. Ultimately, I claim there is a mismatch between the artifacts of shame and this important social technology of shame. Social media drifts toward disintegrative shame, which tends to corrode cooperation. This suggests that we must either realign the technology of public shame or reject shame as a legitimate option.
