The politics of embarrassment

Within the last year, expressions of second-hand embarrassment on Twitter significantly increased. We show how this relates to the current situation in U.S. politics under Trump and provide two explanations for why people feel this way in response to his actions. First, compared to former politicians, Trump’s norm violations seem intentional. Second, intentional norm violations specifically threaten the social integrity of in-group members—in this case, U.S citizens. We theorize that these strong, frequent and widespread feelings of second-hand embarrassment motivate political actions to prevent further harm to individuals’ self-concept and protect their social integrity.