It's been that way at sporting events as long as I can remember. The cameras scan the crowd and stop on individuals. If they catch people doing something embarrassing, they keep the camera on them. ( No longer allowed to scan the rooms over looking the field at the Dome in Toronto anymore though.) finding someone doing something embarrassing usually goes on the big screen, followed by the individual seeing themself...spilling a drink, jumping out of the way of a ball. It's been a part of sporting events since they've been televised.
I think his family/coworkers teased him. And to be honest...I would tease a friend if they were caught sleeping through the game. But, my friends would look embarrassed and laugh.
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Someone mentioned (in this thread) about bullying and memes. I have gotten quite disgusted with where some of them have gone. After seeing a few when Prince George was born I actually called people out on it on Facebook. How is posting a picture changing a newborn babies face for that of his grandfather...how is that different that bullying any other new parents? One person responded that she doesn't like the royal family. OK, got that, but making fun of their new born baby....world-wide....that is bullying. Why is it OK to bully them? And she said it was OK because she doesn't like them. Which is exactly what bullying is! So, since I insist my son unfriend cyber-bullies...I unfriended her (letting her know exactly why).
So, I guess we each have our different "line" of what is and isn't bullying. If the announcers said what he's accusing I would call it bullying. But what is in the clip, in my opinion is not.