skamming

Skamming is a term that emerged from online communities, particularly on platforms like Reddit and TikTok. It describes the act of deliberately seeking out or creating content that is intentionally cringe-worthy, awkward, or embarrassing for humorous effect. This can range from sharing personal anecdotes that highlight social faux pas to deliberately posting poorly produced or overly earnest videos. The humor in skamming often derives from the viewer's vicarious embarrassment or the sheer audacity of the creator's willingness to share something so unpolished or awkward.

The content considered "skam" is subjective and can vary widely. It often involves a lack of self-awareness on the part of the creator, though in some instances, skamming is a conscious performance. The appeal for viewers often lies in the shared experience of witnessing these moments, which can be both uncomfortable and amusing. It taps into a human fascination with social blunders and awkwardness. The term itself is a portmanteau, blending "skate" (to mock or criticize) and "scam," suggesting a deliberate act of putting something out there that might be perceived as flawed or even a bit of a "scam" on good taste, but done for laughs.