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This paper considers the performativity of shaming in investigative TV-journalism. It argues that the construction of shame is not only a constituent element in investigative TV- journalism but also an important factor in pursuing some of its main objectives: establishing morals, exercising social control, reinforcing journalistic identity and ideology, and compet - ing for attention in a diversified media theatre where drama, entertainment and emotional thrills are the hard currency. An empirical study of the Swedish TV programme Uppdrag granskning , is used to inductively propose three categories of shaming and to give some examples of the ways in which shaming is performed. The core of the paper is a theory driven analysis in which the performativity of shaming in investigative TV-journalism is analysed in the light of some converging media and societal trends.
