The Profitability of Shame: Navigating Norms and Factions

Shame and the classification of people have always been with us, but new technology can amplify the harmful effects of both. What can be learned from a careful study of algorithms at play in pivotal places in society?

Cathy O’Neil is the founder of an algorithmic auditing company called Orca, a research fellow at Harvard University, and the author of two books, The Shame Machine: Who Profits in the New Age of Humiliation and Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy.

Greg and Cathy discuss what algorithmic auditing is and how it comes into play when we talk about using algorithms to affect decision-making in different businesses. Cathy explains how algorithms amplify and scale issues in the human auditing system without necessarily some of the failsafes, particularly how algorithms have modified the behavior and thinking of children and teens. 

Cathy also talks about the intersection of shame with these powerful algorithms in the seductive form of social media for teens and adults alike, and how they are geared toward and successfully generate outrage and arguments for their own profit and the ultimate detriment of the user. Explore more of her data-driven research positions in this conversation that can change the way you look at shame.

*unSILOed Podcast is produced by University FM.*

Episode Quotes:

What’s the goal of shame?

38:35: Conformity might seem like the most obvious goal of shame, and I guess in useful examples of shame, like when you shame your child for beating his little brother, that's a great example: “You can't do that to their little brother. Shame on you.” That's a great example of pro-social. There are other goals of shame, and it should be said because it'll make more sense as to why it's gotten out of hand. And one of them is setting an example, like setting an example, like look at this person; look at what they did. It's too late for them to not do it. They did it, right? But we're going to use them as an example for everyone to see what's going to happen to you if you do it. So it's more like a signpost than a conformity thing. It's, I guess, sort of like trying to get other people to conform in the future rather than to that person's behavior.

Shame is required for a functioning society

03:49: Shame is not new. Shame is as old as social interaction, and it's absolutely required for a functioning society. We have to know how to sacrifice our personal goals and selfish desires for the sake of the group, which I think is the fundamental rule around shame.

How does social media amplify shame?

40:44: The social media platforms have done something really extraordinary. They've built a new business model. It's no longer necessary to implicitly and explicitly shame someone and make them buy a product from you. That's the old business model. What they've done instead is built a world, which is the online world, a platform where they get you to shame each other. You are doing it, like you're co-opted, if you will. You profit from the existence of shaming. Fights on your platform because the longer those guys engage in those shaming, the cross-shaming, let's call them shame trains, the longer they get on those shame trains and ride as hard as possible, the longer people are on your platform. And ultimately, you're selling their attention. And so they're there. So they're paying attention to the ads around them, which is really, really the business model, as we all know.

Finding the balance between shame and persuasion

52:18: Don't overestimate the choice involved. If you're shaming someone, you have to really be explicit about: is this really a choice? And if it is, then instead of shaming somebody, try to persuade them. And the way you persuade somebody of something, which is typically more successful than shaming them, is you appeal to a universal norm, which is to say you appeal to a norm that you both know you agree on.

Show Links:

Recommended Resources:

• Randomized controlled trial
• Bloomberg Article about OpenAI
• Cui bono?
• 2007–2008 financial crisis
• Mark Zuckerberg
• Sam Altman
• ChatGPT
• Alice Munro
• MeToo movement

Guest Profile:

• CathyOneil.org
• Profile on Wikipedia

Her Work:

• Amazon Author Page
• The Shame Machine: Who Profits in the New Age of Humiliation
• Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy
• Doing Data Science: Straight Talk from the Frontline
• The era of blind faith in big data must end