If a harmful extremist movement is still marginal and has few adherents, shaming it can reduce its visibility and appeal, and prevent it from recruiting new members.

If the movement already encompasses half the country, shaming from an outgroup will only increase polarization and partisanship. It will — and has — alienated those who are uncommitted. And when shamers have lost public credibility, being shamed no longer reduces social status but instead can enhance it.