How embarrassment became the major affective instrument of [social] conformity.’

Some feelings were not fully available before the words were.  ‘Shame’ was once a very general catch all word, then along came words like  ‘humiliation’ and ‘embarrassment’.  And the words created the feelings of ‘humiliation’ and ‘embarrassment’. Shame used to cover such feelings now they are  differentiated. One could put the case that it is language which speaks us rather than us speaking language.
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Don’t tread on me

Galen Strawson