SHAME, SHAMING, AND EMBARRASSMENT AS SOCIAL PHENOMENA IN MODERN SOCIETY

Abstract

Shame is a universal emotion deeply rooted in cultural and societal contexts, serving as a mechanism for regulating behavior and maintaining social norms. In the digital age, shame has evolved, manifesting in new forms such as public shaming through social media platforms. This article explores the intersection of traditional and modern expressions of shame, focusing on the Kazakh concept of ұят (shame) and its implications for individual behavior and social dynamics in Kazakhstan. Drawing on cultural-sociological, psychological, and discourse-analytic approaches, the study examines how ұят, historically a tool for societal regulation, has adapted to contemporary challenges of globalization and digitalization. The phenomenon of "ұятмендер" (shameless) individuals enforcing traditional norms through public criticism, exemplifies the cultural tensions between modern individual freedoms and traditional values. Public shaming, amplified by social media, raises concerns about personal boundaries, human rights, and mental health, necessitating a nuanced understanding of its cultural and psychological dimensions. This article contributes to the discourse on shame and its transformations, offering insights into its role in shaping social norms and individual identities in the modern world.