Mediated spectacles of punishment and shame penalties have permeated popular culture in a
diversity of ways. In the wake of this development, the co-construction of shame, feeling
shame and being shamed, is investigated in the Swedish program, Lyxfällan, (The Luxury
Trap), where individuals who are struggling financially due to “their lack of economic selfcontrol”, encounter financial advisers who try to sort out their intimidating situation.
Shame is commonly understood as one of the primary negative affects evoked by negative
evaluation of how the self feels about itself. This self-feeling, felt by and on the body, is
usually experienced before another and can be linked to the inter-corporality and sociality of
shame experiences. Parting from Teresa Brennans (2004) work on the transmission of affect
as a process that is social in origin but biological and physical in affect, I examine how the
symbolic relations between feeling shame and being shamed is presented as a dynamic
process that oscillates between shame as a tool of social control, a popular culture commodity
and a performative act.