The story was so disturbing, it instantly became the latest parable of punishment in the digital age. A dad in Tacoma, Wash. She was being punished for sending a boy a racy photo. That video went viral—especially after news spread that within days, she had jumped to her death from a highway overpass.

Why behavior may worsen


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Online shaming is a form of Internet vigilantism in which targets are publicly humiliated for actions done privately or without wanting intended public broadcast using technology like social and new media. Proponents of shaming see it as a form of online participation that allows hacktivists and cyber-dissidents to right injustices. Critics see it as a tool that encourages online mobs to destroy the reputation and careers of people or organizations who made perceived slights.
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The video quickly garnered over 15 million views. Although some online comments called him a bully, most comments were from parents, educators and others who wholeheartedly supported his actions. And last March, a father posted a video of his year-old son running a mile to school in the rain because he had also been banned from the bus for bullying. While the parents who made these videos — and the many viewers who praise them — may think the videos represent an effective way to discipline children, as a scholar who teaches child development and researches the psychology of social media, I believe the evidence suggests otherwise.
Brian Edward Kinghorn does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment. Matt Cox knew he would be criticized when he forced his year-old daughter to walk 5 miles to school in degree weather as her punishment for being suspended from the school bus twice for bullying. The video quickly garnered over 15 million views. Although some online comments called him a bully, most comments were from parents, educators and others who wholeheartedly supported his actions. And in March, a father posted a video of his year-old son running a mile to school in the rain because he had also been banned from the bus for bullying. While the parents who made these videos — and the many viewers who praise them — may think the videos represent an effective way to discipline children, as a scholar who teaches child development and researches the psychology of social media , I believe the evidence suggests otherwise. The notion that public shaming will work goes against research about the relative effectiveness — or rather ineffectiveness — of punishment as a means of changing behavior. Not everyone agrees. District Court in Washington D.