Samenvatting

Naming-and-shaming campaigns, in which civil society groups publicly call upon corporations to end harmful behavior via social media, are a powerful mechanism for social control of corporations. This article investigates naming and shaming in modern, global markets through a case study of Shell - one of the most stigmatized corporations of our time. First, the perspective of organizational sociology is used to answer the question why Shell is receiving such significant attention. Next, the article addresses how shaming manifests itself in global markets. The example of Shell illustrates reintegrative shaming, aiming to end harmful activities, as well as stigmatizing shaming that undermines a corporation’s license to operate.
Finally, this article discusses the potential consequences of naming and shaming for corporate reputations. In the case of Shell, Goffman’s concept of courtesy stigma appears to form the greatest reputational risk, as stigmatization of Shells business partners will create status anxiety and will limit opportunities to develop business.