Why public shaming fails to change minds and what works instead

Cultures · Published 1 October 2026 Swipe more like this →

In short: Public shaming often achieves the opposite of its intent, creating barriers to actual change. Loretta Ross argues that 'calling out' culture—designed to hold people accountable—frequently results in permanent reputational damage without fostering growth. Her alternative is a deliberate strategy for productive conversation with those we would rather cancel.

Loretta Ross identifies a critical distinction between call-out culture and cancel culture. While calling out involves publicly holding individuals accountable for mistakes, cancel culture seeks to inflict permanent reputational damage that makes redemption nearly impossible. Her research suggests that these methods of public shaming rarely result in genuine behavioral change because they prioritize the act of condemnation over the possibility of transformation.

Ross proposes 'calling in' as a more effective mechanism for social progress. This approach focuses on challenging wrongdoing through productive, private conversations rather than public conflict. The goal is to move from having power over people to having power with them. By prioritizing dialogue, individuals can address harmful actions while leaving the door open for the other person to actually learn and adjust their perspective.

A key example of this strategy in practice occurred when Ross trained FBI agents on recognizing hate crimes. Sensing a resistant atmosphere where the agents were unlikely to listen to a Black woman, she intentionally mispronounced the word 'mischievous.' This small act of vulnerability prompted an agent to stand up and correct her, successfully shifting the room's power dynamics from confrontation to collaboration. Her work emphasizes that true change requires navigating these complex human interactions with intentionality.

Ross’s methodology is detailed in her 2021 TED Talk and her subsequent book, 'Calling In.' She advocates for a shift away from the reflexive animosity of social media comments toward a memoir-manifesto-handbook style of engagement. It is an invitation to move past the desire to silence others and instead find ways to engage with them in meaningful, transformative ways.

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