Shame On You! A Study on Ghanaian Twitter Users’ Perceptions of Online Shaming

Abstract

The present qualitative study looked at the perceptions of online shaming among Ghanaian Twitter users, using Foucault’s theory of panopticism. The theory states that people act and behave in a certain manner out of the fear caused by constant surveillance. Findings based on an analysis of views expressed by participants in three focus group discussion sessions showed that online shaming is prevalent among Ghanaian Twitter users for the following reasons: the desire to see others humiliated, using online shaming as a corrective tool to raise awareness on perceived social injustices, the anonymous nature of social media and the desire to gain more followers by using wit and humour to shame other people. Though a majority of participants had participated in online shaming, they viewed the phenomenon to be unethical as it often leads to harmful consequences. This study is relevant to communication studies scholarship because it adds to the growing body of knowledge on the ethical challenges caused by new media usage.