“Dear Cecil! I have no secrets from you.”
~ Oscar Wilde, The Canterville Ghost
Remember Cecil the Lion? It wasn't that long ago, but given the half-life of outrage on the Internet, I will forgive you a moment of head-scratching. Let me summarize that Cecil was lured from his protected home in Zimbabwe to an adjoining game reserve only to be shot, tracked for 40 hours, finished off, and finally decapitated by a dentist from Minnesota and his co-conspirators, all of whom, the Internet has resoundingly agreed, are cowards. Said dentist, a certain Walter Palmer, has since seen his business vandalized, and has gone into hiding after receiving death threats against himself and his family. He has generally been subjected to enough unpleasantries that would rival the most botched root canal. Such is the nature of Internet justice today.
You may cry, He deserves it! Killing such a magnificent beast, etc etc. I don't dispute the obviously reprehensible barbarism of this act. But the anachronistic nature of big game hunting has been followed up by the equally anachronistic resurgence of public shaming and mob justice. So let's take a closer look at how – or better yet, why – the citizenry of the Internet fearlessly takes up the mantle of vigilantism, and to what effect. I've decided to divide this post into two parts: this first part will discuss a few concrete examples of public shaming, and the second will look at some theoretical frameworks that may help us make sense of it all.
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Before Cecil the Lion, there was Justine Sacco. For those of you with exceptionally long Internet memories – and to be clear, I'm not sure why having a long memory for things Internet-related is that useful, as it's just depressing to see the same things repeated in ever-quickening cycles – Sacco was the senior director of corporate communications for IAC, a billion-dollar media corporation. Jetting off to South Africa for family holidays in winter 2013, she tweeted a few poorly considered thoughts to her 170 followers but struck outrage gold with the one that said “Going to Africa. Hope I don't get AIDS. Just kidding. I'm white!”
We could try to parse what she actually meant by that. For example, a generous interpretation would be that she was sarcastically musing on the conditions of white privilege. It's more likely that she wasn't thinking very much at all. What is certain is that, by the time her plane landed, her career was effectively over.