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The Shame Machine: Who Profits in the New Age of Humiliation
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“O’Neil reminds us that we must resist the urge to judge, belittle, and oversimplify, and instead allow always for complexity and lead always with empathy.”—Dave Eggers, author of The Every
ONE OF THE BEST BOOKS OF THE YEAR: The Times (UK)
Shame is a powerful and sometimes useful tool: When we publicly shame corrupt politicians, abusive celebrities, or predatory corporations, we reinforce values of fairness and justice. But as Cathy O’Neil argues in this revelatory book, shaming has taken a new and dangerous turn. It is increasingly being weaponized—used as a way to shift responsibility for social problems from institutions to individuals. Shaming children for not being able to afford school lunches or adults for not being able to find work lets us off the hook as a society. After all, why pay higher taxes to fund programs for people who are fundamentally unworthy?
O’Neil explores the machinery behind all this shame, showing how governments, corporations, and the healthcare system capitalize on it. There are damning stories of rehab clinics, reentry programs, drug and diet companies, and social media platforms—all of which profit from “punching down” on the vulnerable. Woven throughout The Shame Machine is the story of O’Neil’s own struggle with body image and her recent weight-loss surgery, which awakened her to the systematic shaming of fat people seeking medical care.
With clarity and nuance, O’Neil dissects the relationship between shame and power. Whom does the system serve? Is it counter-productive to call out racists, misogynists, and vaccine skeptics? If so, when should someone be “canceled”? How do current incentive structures perpetuate the shaming cycle? And, most important, how can we all fight back?
- Print length272 pages
- LanguageEnglish
- PublisherCrown
- Publication dateMarch 22, 2022
- Dimensions5.75 x 0.96 x 8.55 inches
- ISBN-101984825453
- ISBN-13978-1984825452
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From the Publisher
Editorial Reviews
Review
“A data-driven, anecdote-fueled narrative of the multitude of human experiences that are targets for ridicule and others’ reward. [O’Neil] vividly portrays the indignities of poverty, addiction, aging, dementia and other conditions we all may face but hope to avoid, and she shows how the pain experienced by people with these afflictions can be used for others’ financial and social profits.”—The Washington Post
“As O’Neil argues, shame is a valuable lens through which to view our own actions and the systems we live under. Considering whether we are punching down on the vulnerable or up against an unfeeling industrial complex dressed up in fluffy corporate PR is a first step towards a healthier sort of shame.”—Financial Times
“I am struck by how very American shame seems when examined in relief, invoking as it does notions of agency, willpower and sacrifice. O’Neil carefully dismantles how we abdicate our social responsibility for caring for the vulnerable when we indulge in the notion that poverty and drug addiction result from a failure to self-actualize.”—The New York Times Book Review
“An engaging read . . . [O’Neil] lays out the ways in which shame drives problems such as obesity, drug addiction, poverty and political divides. She discusses how social media thrives on and is designed to encourage humiliation, and unpicks the many fallacies in how we think about shame.”—The New Statesman
“O’Neil . . . encourage[s] readers to try to think more deeply not just about what shame is but what it might be for. . . . A simple rejoinder to our digital phantasmagoria.”—Jennifer Szalai, The New York Times
“What is the relationship between shame and power—and is shame being weaponised? Smart thinker Cathy O’Neil tackles the question in this book, exploring whether public shaming is becoming dangerous.”—Evening Standard
“Cathy O’Neil’s fascinating, important, and insightful book is a hard look in the mirror, but one that also gives us hope that we can marshal shame into a force for social reform and not just social punishment.”—Michael Patrick Lynch, author of Know-It-All Society
“. . . not all shame is bad, O’Neil contends—used correctly it can be a powerful tool to fight injustice.”—Nicole Aschoff, author of The New Prophets of Capital
“The Shame Machine is an intimate and unflinching account of the many ways that shame is produced, weaponized, and turned into profit by industries that can grow big only when we feel small.”—Ruha Benjamin, author of Race After Technology
About the Author
Excerpt. © Reprinted by permission. All rights reserved.
Chapter 1
Tipping the Scales
I was jubilant. On a gusty autumn day in Cambridge, Massachusetts, word arrived that I’d passed my “qual,” or qualifying exam. This was a crucial step toward earning my mathematics PhD. With my doctorate halfway in the bag, I was primed to celebrate—by baking a batch of cookies. In the sunniest, most triumphant mood I went to the Get-N-Go, a bodega next door to my Somerville digs, for ingredients.
I knew the clerk there. He’d always been friendly. But when I placed the flour, sugar, and chocolate chips on the counter, he shook his head and said, “Why are you buying that? Don’t you know you’re fat?”
I felt as though he’d slapped me on my double chin. My heart raced; tears leapt to my eyes. I was speechless, but I knew what this was from experience, and from an early age: shame shock.
Much of the suffering from being fat occurs on a gentler and more subtle scale. It’s the looks people give you in hallways and on airplanes, the waiter’s uneasy pause before asking if you want to see the dessert menu. Those microdoses of shame keep low-level misery and self-hatred on a steady course. Shame shock, though, is an explosion. It often occurs when someone confronts you, head-on, about your deepest shame. When you’re exposed.
At that moment in the bodega, all of the shame’s poison coursed through my body, leaving me frozen, disoriented, in pain. In this state, I lost track of who I was. I felt worthless, a flop, unloved.
I gathered the ingredients and made my way out of the bodega without saying a word. Even as the initial shock wore off, I remained under its spell. During the aftershock, it felt as if I were sinking, and I desperately worked to right the ship—propping up my own self-worth. I was getting a PhD, I told myself. I had a boyfriend. I was kind to people.
Such counterarguments ping harmlessly against the edifice of shame and dissolve. Shame transcends mere logic and extends its roots into biology. It stirs up hormones, tightens the jaw, turns the stomach into knots, triggers pain receptors in the brain, and, all the while, pummels self-esteem into mush.
To a lot of readers, this may sound extreme. Many people never experience a powerful shame shock, or don’t remember it too well. For quite a few, no doubt, the concept of shame might resuscitate awful memories from the past—middle school embarrassments, awkwardness in the mating game, a demotion at work. But this week, perhaps this year if they’re lucky, shame may appear to hover safely at bay. Someone else’s problem.
However, as we’ll see in this book, shame is a quietly active force, even among people who cannot recall being recently shame-shocked and claim to feel fine about themselves. After all, shame—both in the giving and in the receiving—does most of its nasty work in the dark, often tiptoeing around the edges of the conscious mind. We tend to forget how bad it feels.
Still, whether it’s a full-blown case of shock, as I experienced in the bodega, or deeply buried feelings of worthlessness and vulnerability, the crucial question becomes urgent: What did I do wrong? There seems to have been a choice, a fork in the road. Every healthy and self-respecting member of society followed the right route, and I took the wrong one. Maybe I was weak, lazy, or stupid. Whatever the reason, I feel ashamed, because I screwed up.
The entire shamescape hinges on this idea of choice, which is usually false. Millions of us carry around the enduring pain of making the wrong choice again and again. We harbor an abiding fear that shame will explode, as it did on me in that Somerville corner store, and that we’ll be unmasked as losers. And we hold out hope that by pursuing the right choice, we can free ourselves of shame.
My own story is a case study in how shame is born, how it’s sustained, nurtured, and monetized. Fat shame conditioned my behavior, step-by-step, year by year. This is the journey that opened my eyes to the insidious dominance of shame in our lives.
It began forty years ago, when I was a pudgy girl living with her two overweight parents in a Boston suburb in the 1980s. Always big for my age, I was already the size of a grown woman by the time I reached fourth grade. At my Lexington public school, I was an outcast, the kid who got picked last for the team, who sat alone in the cafeteria. My size appeared to signal that I was a reject.
I suffered plenty of humiliations in gym class, but the most excruciating was the yearly weigh-in for the Presidential Physical Fitness Test. I remember standing in line in the gym for my turn to be weighed. As each child ahead of me stepped onto the scale, the nurse shouted out the result to the gym teacher, who wrote down the numbers on a pad. My classmates all seemed to weigh about seventy pounds. I was well aware that I weighed more than one hundred. As I stepped onto the scale, I bowed my head in shame—my face hot, my stomach in knots—bracing myself for the nurse to call out the embarrassing number. For days afterward, the other kids taunted me: “Do you really weigh that much? 105 pounds?”
Something had to be done. So at age eleven, I was ready and willing when my parents told me I’d need to go on a diet. They sat me down and explained that calories were units of energy. If we could control them—making sure we ate less than our “maintenance amount”—we’d lose weight. Burn more calories than you consume, you drop pounds, my dad explained. Easy peasy.
The diet promised a pathway from shame. The implicit assumption was that from my earliest years I had screwed up by overeating. Given a choice, I had followed my appetite and selfishly opted for gluttony, one of the seven deadly sins. But I could return to the norm by shackling my hunger. All I had to do was follow the rules. As a budding mathematician, logical rules were my specialty.
My parents were both PhD mathematicians. Science and math were the ruling belief systems in our household. Whether it was the weather outside or human evolution, my parents believed inherently in the objectivity of facts—it was their religion.
Naturally, they followed science, as they saw it, in their meticulous approach to dieting. They kept a towering doctor’s office scale in the bathroom and updated weight charts on graph paper, noting every pound lost, every pound gained. I had watched this process for years. Now I was joining the effort.
My goal was to lose two pounds a week. That translated into cutting my consumption by one thousand calories per day. For a young nerd like me, this was exciting. Not only was I going to lose weight, I could use my math skills in the process. We had a calorie-counting book on a shelf in the kitchen. I looked up the value of everything I ate in it and then added it all up. By subtracting this sum from my “maintenance amount,” I calculated how much more I could eat.
My father explained that if I succeeded in limiting calories I could reward myself at the end of the week with a candy bar of my choice. If I failed, I’d lose my allowance that week. He wielded carrots and sticks to make sure I understood the urgency of the problem.
At first, I loved dieting. Each Saturday, my mom weighed me on our special scale to check on my progress and determine whether I deserved punishment or reward. The scale had two beams, the big one for increments of fifty pounds and the smaller for single pounds. I stepped up, hearing the thud of the scale as it balanced, and watched in anticipation. When I saw that my weight had gone down, the feeling of achievement was intoxicating.
After those first few successes on the scale, I became relentlessly focused on food and my future thin self. I ditched regular meals and instead ate multiple packages of hundred-calorie “fruit snacks,” as those made counting calories even easier, and the tiny, bite-sized amounts helped me to slow down my enjoyment. I felt elated, empowered—and totally in control of my body for the first time in my young life.
This dieting honeymoon didn’t last. A couple of months into the process, something weird began to happen. I’d start the day strong but by the afternoon I struggled to remember what I’d eaten, or how many calories I’d already consumed. By the end of the day, I’d lost count completely, my precious numbers slipping away from me.
Many readers at this point are no doubt thinking that I was just one more failed dieter, and that I clearly lacked self-control. That is the universal tenet of fat shame: Diets work; dieters fail. And believe me, I embraced this credo as fervently as anyone.
As my lost pounds returned, I began to dread the weekly weigh-ins. Each Saturday, I’d wake up before dawn feeling dark and broken. In hindsight, I know this was shame. But in those early mornings lying awake in bed, I only knew that I was miserable.
Product details
- Publisher : Crown
- Publication date : March 22, 2022
- Language : English
- Print length : 272 pages
- ISBN-10 : 1984825453
- ISBN-13 : 978-1984825452
- Item Weight : 2.31 pounds
- Dimensions : 5.75 x 0.96 x 8.55 inches
- Best Sellers Rank: #1,584,035 in Books (See Top 100 in Books)
- #910 in Medical Social Psychology & Interactions
- #1,355 in Popular Social Psychology & Interactions
- #1,463 in Discrimination & Racism
- Customer Reviews:
About the author

I am a mathematician turned quant turned algorithmic auditor living in Cambridge, MA.
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Learn more how customers reviews work on AmazonTop reviews from the United States
- 5 out of 5 stars
A lightbulb moment of a book
Reviewed in the United States on August 4, 2023Clever, compassionate, extremely well researched, this book pulled together a lot of disparate thoughts I'd had jumbling around after a decade on the internet, watching one tire fire after another burn. It clarified things for me, ranging broadly through the emotional reality of shame, the distorted thinking it produces, and the ways it can be weaponized for good or evil. Despite being really fact-dense it's a quick and personable read. I tore through it in a day, but will be coming back to dissect it with a highlighter later. This one's definitely earned a place of honor on my How I Understand the World shelf.
3 people found this helpfulSending feedback...Sending feedback...HelpfulThank you for your feedback.Sorry, we failed to record your vote. Please try againThanks, we'll investigate in the next few days.Sorry, We failed to report this review. Please try again - 2 out of 5 stars
Rant without any real solutions
Reviewed in the United States on May 28, 2023I was really hoping to love this book and it was disappointing because it's essentially preaching to the choir without giving any real solutions or hope. However, if you're new to the fact of how systemic oppression creates shame then perhaps this book would be great. If you're looking to know what to actually do about shame both within yourself and in our systems, it doesn't cover that. It felt like a great rant, which I love a good rant with a friend over a glass of wine. But it's not really informative as far as proposed solutions.
6 people found this helpfulSending feedback...Sending feedback...HelpfulThank you for your feedback.Sorry, we failed to record your vote. Please try againThanks, we'll investigate in the next few days.Sorry, We failed to report this review. Please try again - 5 out of 5 stars
A riveting book! Highly recommended
Reviewed in the United States on April 5, 2022This book struck a deep chord. Simultaneously, I found ways to connect with the stories and found revelatory how the machinations of shame operate both on a societal and personal frame. A quick and easy read that left me constantly revisiting the ideas and themes long after I finished the book. I highly recommend!!
11 people found this helpfulSending feedback...Sending feedback...HelpfulThank you for your feedback.Sorry, we failed to record your vote. Please try againThanks, we'll investigate in the next few days.Sorry, We failed to report this review. Please try again - 5 out of 5 stars
Everyone should read this book!
Reviewed in the United States on April 8, 2022Once again Cathy O'Neil furthers an important conversation about fairness and equity in the world of algorithms. Cathy is a national treasure, and her work in this area is a crucial voice as legislators and regulators are wrestling with how to balance the astonishing benefits of data analytics with security, privacy and fairness concerns.
5 people found this helpfulSending feedback...Sending feedback...HelpfulThank you for your feedback.Sorry, we failed to record your vote. Please try againThanks, we'll investigate in the next few days.Sorry, We failed to report this review. Please try again - 5 out of 5 stars
Great book to see ouselve
Reviewed in the United States on May 14, 2022This book sheds light on how companies and people shame us into thinking we need to buy this or that to be better, while random people make us feel inferior because we don’t live up to their standards. We need to wake up and realize we are being played
5 people found this helpfulSending feedback...Sending feedback...HelpfulThank you for your feedback.Sorry, we failed to record your vote. Please try againThanks, we'll investigate in the next few days.Sorry, We failed to report this review. Please try again - 3 out of 5 stars
But our biggest problem is shamelessness of a large swath of population, using it to gain power!
Reviewed in the United States on May 7, 2022There is shaming which this book rightly addresses and guards against and there is shamelessness that the book ignores. So it’s not good to shame people, this author says. Our biggest problem in us is shamelessness. People shamelessly spousing views that are knowingly counter factual to win has become a very successful strategy. To me the most dangerous person is one that cannot be shamed into stopping some heinous actions. Yes fat-shaming and such are wrong but you need to counter the shamelessness.
6 people found this helpfulSending feedback...Sending feedback...HelpfulThank you for your feedback.Sorry, we failed to record your vote. Please try againThanks, we'll investigate in the next few days.Sorry, We failed to report this review. Please try again - 1 out of 5 stars
Jargon-filled shlock
Reviewed in the United States on May 16, 2022Amazon did a great job in offering & selling me this book, The Shame Machine. It arrived when promised, and I was able to read it fairly quickly.
However, my opinion of the author & her subject matter is much lower. I got the feeling this author has been breathing her own gas a little too long. This is an andecdote-heavy, opinion piece; not a fact-based scientific study. There is very little factual backup for her conclusions and theories, other than the few anecdotes she discusses in the book. That’s just it: anecdotal evidence of anything really isn’t evidence at all. She uses terms like, “punching up” without explanation, introduction or definition, which she deems a good behavior (like her “shaming of the shamers),” and “punching down,” which she declares bad, prevalent, bullying behavior that an apparently large segment of commercial enterprises are engaged in. She focuses on the weight loss “industry” as the poster child for her theories. This book is just one example of the various “woke” communities trying to convince the public of the validity of their views. Don’t fall for it.
17 people found this helpfulSending feedback...Sending feedback...HelpfulThank you for your feedback.Sorry, we failed to record your vote. Please try againThanks, we'll investigate in the next few days.Sorry, We failed to report this review. Please try again - 5 out of 5 stars
Readable and interesting
Reviewed in the United States on May 31, 2022A very readable book about shame. Cathy O'Neil talks about all kind of shaming that is done to us or by us. She tells about the Hopi shame clowns who use shame to bring someone back into the community by showing the bad behavior then offering forgiveness after. She then goes on to talk how shame is used on fat people, addicted people, and those in poverty. She tells how shame is used in politics and on social media.
She then tells who gets the money through the shaming. She pulls no punches on who is profiting on shame. I was appalled at how it was the business plan for so many corporations who supposedly are "helping" people. She also talks of how the government uses it in the case of poverty. She speaks of how health insurance companies use it for addicts and fat people.
While most of what she talks of is set in the United States, she does talk about Japan where there are a class of people called hikikomori who are 18-55 who do not leave their homes and/or rooms (most live with their parents.) She describes their parents feeling shame that their children are not living the lives that were expected of them.
She tells of how shame can be used for good provided a society has the same definition and objectives of the shaming and it is not for an individual group to achieve their goals without winning the same outcome for the rest of society. She tells of #EndSARS in Nigeria as well as the Parkland, FL high school shootings specifically.
Lastly, she does provide solutions that can be done. She also has shown where shaming has worked in a public forum. Japan has a small town that has helped the hikikomori. She also describes what it was like for her to go through with bariatric surgery and its aftermath. Again giving her experience as what is wrong with this system and what should be done to make it easier and better for others.
I found this book interesting. It is extremely readable. You do not have to have a college degree to understand what she is saying. If you desire to do more research, her documentation is listed. I'd like to say I was surprised by her findings, but I am not. I was appalled at the woman in Walmart being put all over social media (Read it. Really angered me.) I agree with her last statement. Trust and dignity need to be brought back into our society. I would also say respect and compassion for others could also be added.
I won this book in a Goodreads Giveaway. This is my fair and honest review.
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Top reviews from other countries
Surendran Cherukodan1 out of 5 starsകെട്ടിക്കിടന്ന പുസ്തകം ആണ് അയച്ചു തന്നത്.
Reviewed in India on October 3, 2024പഴയ ലുക്ക് ആയിരുന്നു പുസ്തകത്തിന്.
1 out of 5 starsകെട്ടിക്കിടന്ന പുസ്തകം ആണ് അയച്ചു തന്നത്.
Reviewed in India on October 3, 2024പഴയ ലുക്ക് ആയിരുന്നു പുസ്തകത്തിന്.
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