From politicians to vloggers, digitally captured faux pas have become the fodder of much debate across media. But what makes cringe-worthy moments – which inspire feelings of embarrassment, awkwardness, and even pity – so captivating amid the stream of content fighting for our attention?
Andrea Graham Richeson is a New York-based writer, consultant and consumer anthropologist studying why people love what they love. She specialises in youth culture, gaming, fandoms, social media, and new media. She is the founder of the youth culture consultancy Youth Tribes.