ABSTRACT
Drawing on the work of Julianne Newton and other scholars of ethics, this case study in visual ethics explores the cultural phenomenon of viral videos seeking to document instances of “stolen valor,” or the unmasking of individuals who visually portray themselves as affiliated with the Armed Services when they have not earned such recognition. The chapter analyzes the strategic use of public shaming and its manifestation as a dialectical exchange between the accuser and the accused. A typology of shaming videos is offered, including an explanation of the visual ethical markers inherent in these digital presentations. The chapter also discusses the moral panic created by these shaming videos and the attendant political fallout, as a prelude to a discussion of the ethics of digital vigilantism. The moral and ethical implications of video-based public shaming as a response strategy to instances of stolen valor form the foundation of this visual analysis.
