. >> reporter: remember pr exec justine sacco?d way when she tweeted -- "going to africa. hope i don't get aids. just kidding. i'm white." yep, she's a pr executive. >> she kind of chuckled to herself. this was in heathrow airport. pressed send. >> reporter: but she says it was meant to be a comment on white privilege, but people didn't get the joke andhe tweet went viral while she was in the air heading to africa. she had no idea. >> a hash tag started to trend worldwide, #hasjustinelandedyet. because everybody was so excited about justine landing and realizing that her life would never be the same again. >> reporter: back now to adam smith, who in the summer of 2012, decided to protest against chick-fil-a. what's wrong with chick-fil-a, in your mind? >> they donated to anti-gay groups. >> reporter: there were anti and pro protests. now, smith got in line at his local drive through. >> there's a long line of cars i don't know if you can see. >> reporter: here's what happened -- >> you know why i'm getting a free water? >> i do no

and that's why i contrast some of these examples with individuals like you were mentioning justine sacco with somebody like matt binder who has this public shaming site where he -- i'm not comparing him to martin luther king necessarily, but he rather than going after individuals goes after groups, lots of people that say sort of similar things trying to finish and it's not searchable, trying to sort of shame america or get america in general to sort of self-reflect. so racist comments, but often along the same lines. so i think this is a more interesting form of shaming than just sort of attacking an individual like, relentlessly. >> right. it seems like there's a huge element of shame in all of the -- whether it's television i guess a lot of the examples you looked at were colbert jon stewart. where satire and shame sort of blend together. obviously, it's popular. jon stewart and colbert are hugely popular, and i think you've cited the idea that stewart was listed as the most popular news anchor? >> mouth trusted -- most trusted which is a big -- >> when most trusted. o'reilly's the mo