Shaming, in this case, was a fairly low-cost form of punishment that had high reputational impact on the U.S. government, and led to a change in behavior. It worked at scale—one group of people using it against another group of people at the group level. This is the kind of scale that interests me. And the other thing that it points to, which is interesting, is the question of when shaming works. In part, it's when there's an absence of any other option. Shaming is a little bit like antibiotics. We can overuse it and actually dilute its effectiveness, because it's linked to attention, and attention is finite. With punishment, in general, using it sparingly is best. But in the international arena, and in cases in which there is no other option, there is no formalized institution, or no formal legislation, shaming might be the only tool that we have, and that's why it interests me.
JENNIFER JACQUET is Assistant Professor of Environmental Studies, NYU; Researching cooperation and the tragedy of the commons; Author, Is Shame Necessary? Jennifer Jacquet's Edge Bio Page