Cost of viral shame

The town of Mapusa and the whole of Goa stand in quiet unrest. In the age of social media, a video becomes viral within minutes. While some videos spark laughter or debate, others can have serious repercussions. While they generate thousands of views and countless opinions, they sometimes have consequences that nobody anticipates. 

A VIRAL VIDEO, A LIFE LOST

After a video of a young man allegedly littering went viral, the views continued to increase, and the self-esteem of the boy at the centre of this controversy dwindled. Hours later, he took his own life. While his actions are not justified, it is equally important to consider what led him to take such extreme steps. “What a lot of individuals often lack is emotional resilience when confronted with a situation like this,” notes Dr Peter Castelino, director of COOJ Mental Health Foundation. “Often, this emotional resilience is a result of how one is brought up, how they process their thoughts and handle the stress that comes their way.” 

ACCOUNTABILITY OR PUBLIC SHAMING?

However, resilience can be challenged when criticism is amplified online, where a call for accountability can quickly spiral into public shaming. Was the littering wrong? Indeed, the act is not justified, but when the outrage happens on a public platform, where does one draw the line between holding someone accountable and bullying? “Simply put, accountability should create an opportunity for learning and change; bullying seeks punishment and humiliation,” states Mukta Dhavalikar-Desai, a clinical psychologist. Hence, the moment the focus shifts from holding someone accountable to shaming and name-calling, that is when it becomes bullying, she explains.  

Even as the investigations continue, the questions have not faded. Some wonder whether the young man was singled out. Others question whether the consequences ultimately outweigh the offence. But beyond the specifics of this case lies a reality that has become increasingly common in the digital age. This is not the first time a viral video has been followed by tragedy.  

Earlier this year, in January, a man died by suicide after a social media video accused him of inappropriate behaviour on a bus. In 2025, yet another person, a 28-year-old from Jalna, Maharashtra, died by suicide after a video showing him urinating near a railway station signboard went viral. The list goes on. 

PSYCHOLOGICAL TOLL OF ONLINE OUTRAGE

“Online outrage can create the illusion that ‘everyone’ is judging us, when in reality social media amplifies certain voices,” explains Desai. Nonetheless, there is yet another thing that needs to be considered. “Human behaviour is complex. There is rarely a single cause behind such incidents,” she further adds.

“Oftentimes, these individuals do not have the necessary tools required when confronted with a situation like this,” Dr Castelino remarks, further adding, “Hence, there is a need for strong support systems that they can speak to and depend on.” 

SOCIAL MEDIA GENERATION

While mental health professionals place emphasis on emotional resilience, support systems and the psychological impact of online scrutiny, young people are themselves increasingly aware of the pressures created by social media. The incident has also prompted reflection among young people, many of whom have grown up in a world where social media forms a significant part of daily life. Many believe the conversation must go beyond individual actions and address the culture that surrounds online outrage.  

“The garbage disposal issue in Goa is indeed a serious issue that needs urgent attention; however, such matters should be handled through the proper authorities and legal channels, rather than through online trials,” remarks Rudr Ghotge, a lawyer and content creator. Accountability is necessary, but it should never come at the cost of a person’s dignity or well-being, he notes. Rani Kamat shares a similar concern. “Social media validation has become very important. Likes, comments and shares often influence how people feel about themselves.”  

Arya Desai, a student, points out that while holding people accountable is necessary, criticism on social media can quickly escalate into collective shaming. “On social media, criticism can quickly escalate into collective shaming, often crossing the line from correction to harassment.”  

ACCOUNTABILITY WITH COMPASSION

Yet, as the conversations around accountability, online outrage and emotional resilience continue, the focus should not be on who was at fault. Rather, the more important question may be how similar tragedies can be prevented in the future. “As a society, we need to move away from seeking and enforcing social media validation. Not every mistake needs to become a public spectacle,” reckons Ghotge. Building emotional resilience and teaching young people to cope with criticism are crucial steps. It is equally important to foster a more responsible internet culture that corrects without humiliating.  

The answers may ultimately lie in finding a balance between accountability and compassion. As social media becomes increasingly intertwined with everyday life, the challenge for society is to ensure that mistakes become an opportunity for learning rather than a catalyst for tragedy.